Rebuilding community corporate brands: A total stakeholder involvement approach

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Title Rebuilding community corporate brands: A total stakeholder involvement approach
Author Miller, Dale; Merrilees, Bill
Journal Name Journal of Business Research
Year Published 2013
Place of publication United States
Publisher Elsevier
Abstract Can community organizations benefit from corporate rebranding? The literature shows that rebranding in the not-for-profit sector flounders for two major reasons. The first is the failure to develop robust and ambitious revisioning of the brand, and the second, failure to get sufficient buy-in from staff and other stakeholders, often because of imposed top–down brand changes. The current study aims to guide an organization through an actual rebranding process, using best practice corporate rebranding principles and practices. Action research is a novel research method to investigate not-for-profit corporate rebranding. This method guides a systematic and dynamic corporate rebranding process, embracing multiple stakeholder groups. A major achievement is the articulation of a values-based corporate rebrand, with grounding in actual brand experiences. Active involvement throughout the co-redevelopment of the corporate brand achieves total stakeholder buy-in. The action research process requires researchers to guide the rebranding process, while stakeholders guide the content of the rebranding.
Peer Reviewed Yes
Published Yes
Alternative URI
Volume 66
Issue Number 2
Page from 172
Page to 179
ISSN 0148-2963
Date Accessioned 2012-09-18
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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