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Management of Events Over Time: The Paradox of Brand Continuity and Change

Eckerbom, Johanna LU ; Jadzeviciute, Julija LU and Yang, Ching Yen LU (2019) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20192
Department of Business Administration
Abstract
Aim: The purpose of this paper is to understand how events manage change over time and the paradox of managing brand continuity while staying relevant.
Method: Qualitative research based on secondary data. A multiple case study is conducted where three events are analyzed over two time periods by applying a core value framework and a corporate brand identity matrix.
Findings: Each of the analyzed cases have implemented changes to their brands over different lengths of time. It could be concluded after analyzing each case that the length of time coupled with the level of change had an effect on the outcome for each event.
Theoretical and Managerial Implications: A new model is developed to illustrate the relationship between the level... (More)
Aim: The purpose of this paper is to understand how events manage change over time and the paradox of managing brand continuity while staying relevant.
Method: Qualitative research based on secondary data. A multiple case study is conducted where three events are analyzed over two time periods by applying a core value framework and a corporate brand identity matrix.
Findings: Each of the analyzed cases have implemented changes to their brands over different lengths of time. It could be concluded after analyzing each case that the length of time coupled with the level of change had an effect on the outcome for each event.
Theoretical and Managerial Implications: A new model is developed to illustrate the relationship between the level of change and the length of time and the effect that this has on the outcome of the change for a brand. Managers can use the knowledge derived from these real-life cases to increase their understanding of what potential outcomes changes to their brand can have and how they can manage these changes.
Originality/Value: The research on events and how these manage brand continuity and change over time has been lacking. A multiple case study that uses a core value framework and the corporate brand identity matrix to analyze this paradox of continuity and change therefore provides more knowledge in this field of research. (Less)
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author
Eckerbom, Johanna LU ; Jadzeviciute, Julija LU and Yang, Ching Yen LU
supervisor
organization
course
BUSN21 20192
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Events, Change Management, Core Value Framework, Corporate Brand Identity Matrix, Brand Continuity
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
8998147
date added to LUP
2020-01-14 11:42:01
date last changed
2020-01-14 11:42:01
@misc{8998147,
  abstract     = {Aim: The purpose of this paper is to understand how events manage change over time and the paradox of managing brand continuity while staying relevant.
Method: Qualitative research based on secondary data. A multiple case study is conducted where three events are analyzed over two time periods by applying a core value framework and a corporate brand identity matrix.
Findings: Each of the analyzed cases have implemented changes to their brands over different lengths of time. It could be concluded after analyzing each case that the length of time coupled with the level of change had an effect on the outcome for each event. 
Theoretical and Managerial Implications: A new model is developed to illustrate the relationship between the level of change and the length of time and the effect that this has on the outcome of the change for a brand. Managers can use the knowledge derived from these real-life cases to increase their understanding of what potential outcomes changes to their brand can have and how they can manage these changes.
Originality/Value: The research on events and how these manage brand continuity and change over time has been lacking. A multiple case study that uses a core value framework and the corporate brand identity matrix to analyze this paradox of continuity and change therefore provides more knowledge in this field of research.},
  author       = {Eckerbom, Johanna and Jadzeviciute, Julija and Yang, Ching Yen},
  keyword      = {Events,Change Management,Core Value Framework,Corporate Brand Identity Matrix,Brand Continuity},
  language     = {eng},
  note         = {Student Paper},
  series       = {LBMG Strategic Brand Management - Masters Paper Series},
  title        = {Management of Events Over Time: The Paradox of Brand Continuity and Change},
  year         = {2019},
}