Minna Törmälä, Richard I. Gyrd-Jones, Development of new B2B venture corporate brand identity: A narrative performance approach, Industrial Marketing Management, Volume 65, 2017,Pages 76-85, ISSN 0019-8501, https://doi.org/10.1016/j.indmarman.2017.05.002
Development of new B2B venture corporate brand identity : a narrative performance approach
|Author:||Törmälä, Minna1; Gyrd-Jones, Richard I.1,2|
1Department of Marketing, Oulu Business School, University of Oulu, Finland
2Department of Marketing, Copenhagen Business School, Solbjergplads 3, Frederiksberg DK-2000, Denmark
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2019052216621
|Publish Date:|| 2022-05-19
The development and role of brand identity in new B2B ventures is not well explored despite the challenge for such organisations in establishing reputational legitimacy. Previous research defines corporate brand identity as stable and endogenous to the organisation based either on the reputational capital of the organisation or the founder. We challenge this view in this paper from a conceptual and empirical perspective. Combining narrative theory and performativity theory this article suggests brand identity develops as a narrative performance. The study employs a narrative case analysis of interviews and archival data generated during a three-year period to examine the development of corporate brand over time. This study shows that the development of corporate brand identity and the context of the development of new B2B venture are closely intertwined processes and provides a framework for understanding the phenomenon. Brand identity is not a stable core emanating from inside the company but develops over time through a reciprocal sensemaking and dynamic interactions between company and the key external stakeholders in its context. We conclude that brand identity is built not only upon the reputational capital of past behaviours but of the brand itself as it explores and interacts within its brand eco-system.
Industrial marketing management
|Pages:||76 - 85|
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
© 2017. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/.