A multi-stakeholder IMC framework for networked brand identity

Davide C. Orazi (Department of Marketing, University of Melbourne, Melbourne, Australia)
Amanda Spry (Cardiff Business School, Cardiff University, Cardiff, UK)
Max N. Theilacker (Centre for Workplace Leadership, Department of Management and Marketing, University of Melbourne, Australia)
Jessica Vredenburg (Faculty of Business and Law, Auckland University of Technology, Auckland, New Zealand)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 10 April 2017

Abstract

Purpose

Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity.

Design/methodology/approach

Past IMC frameworks are reviewed and extended to identify specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function’s role in managing these contact points to generate brand-equity are offered.

Findings

The brand contacts described and their successful integration into a firm’s brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand-equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined.

Originality/value

This paper contributes to the body of research on the elevation of IMC to a strategic level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.

Keywords

Citation

Orazi, D., Spry, A., Theilacker, M. and Vredenburg, J. (2017), "A multi-stakeholder IMC framework for networked brand identity", European Journal of Marketing, Vol. 51 No. 3, pp. 551-571. https://doi.org/10.1108/EJM-08-2015-0612

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Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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