Advanced

Brand transformation : a performative approach to brand regeneration

Lucarelli, Andrea LU and Hallin, Anette (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:
author
publishing date
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
2017-09-03 05:21:15
@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},
  keyword      = {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},
  volume       = {31},
  year         = {2015},
}