Brand transformation : a performative approach to brand regeneration
(2015) In Journal of Marketing Management 31(1-2). p.84-106- Abstract
- Traditional brand management literature largely implies that the brand regeneration process is linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual parts that can be managed rationally and logically in sequence. By ontologically as well as epistemologically adopting a performative approach where brands are seen as loose performative assemblages, the present article suggests instead that the brand regeneration process is truly processual, multiple and political. A specific brand regeneration process should be seen as relationally spatial and as only one of several possible ‘realities’. The argument is based on an analysis of a 5-year-long case study of the branding of Stockholm, inspired by a... (More)
- Traditional brand management literature largely implies that the brand regeneration process is linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual parts that can be managed rationally and logically in sequence. By ontologically as well as epistemologically adopting a performative approach where brands are seen as loose performative assemblages, the present article suggests instead that the brand regeneration process is truly processual, multiple and political. A specific brand regeneration process should be seen as relationally spatial and as only one of several possible ‘realities’. The argument is based on an analysis of a 5-year-long case study of the branding of Stockholm, inspired by a Latourian hybrid fieldwork approach. Based on the analysis, the novel concept ‘brand transformation’ is suggested to frame the characteristics and complexities of the brand regeneration process. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/2b55061b-459a-4d9e-b223-3561111b18c8
- author
- Lucarelli, Andrea LU and Hallin, Anette
- publishing date
- 2015
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- brand regeneration, brand transformation, political, processual, multiple, relational, space, performativity, assemblage
- in
- Journal of Marketing Management
- volume
- 31
- issue
- 1-2
- pages
- 23 pages
- publisher
- Westburn Publishers
- external identifiers
-
- scopus:84914100504
- ISSN
- 0267-257X
- DOI
- 10.1080/0267257X.2014.982688
- language
- English
- LU publication?
- no
- id
- 2b55061b-459a-4d9e-b223-3561111b18c8
- date added to LUP
- 2017-04-18 16:00:49
- date last changed
- 2022-04-17 01:06:19
@article{2b55061b-459a-4d9e-b223-3561111b18c8,
abstract = {{Traditional brand management literature largely implies that the brand regeneration process is linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual parts that can be managed rationally and logically in sequence. By ontologically as well as epistemologically adopting a performative approach where brands are seen as loose performative assemblages, the present article suggests instead that the brand regeneration process is truly processual, multiple and political. A specific brand regeneration process should be seen as relationally spatial and as only one of several possible ‘realities’. The argument is based on an analysis of a 5-year-long case study of the branding of Stockholm, inspired by a Latourian hybrid fieldwork approach. Based on the analysis, the novel concept ‘brand transformation’ is suggested to frame the characteristics and complexities of the brand regeneration process.}},
author = {{Lucarelli, Andrea and Hallin, Anette}},
issn = {{0267-257X}},
keywords = {{brand regeneration; brand transformation; political; processual; multiple; relational; space; performativity; assemblage}},
language = {{eng}},
number = {{1-2}},
pages = {{84--106}},
publisher = {{Westburn Publishers}},
series = {{Journal of Marketing Management}},
title = {{Brand transformation : a performative approach to brand regeneration}},
url = {{http://dx.doi.org/10.1080/0267257X.2014.982688}},
doi = {{10.1080/0267257X.2014.982688}},
volume = {{31}},
year = {{2015}},
}