University of Oulu

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,

Development of new B2B venture corporate brand identity : a narrative performance approach

Saved in:
Author: Törmälä, Minna1; Gyrd-Jones, Richard I.1,2
Organizations: 1Department of Marketing, Oulu Business School, University of Oulu, Finland
2Department of Marketing, Copenhagen Business School, Solbjergplads 3, Frederiksberg DK-2000, Denmark
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.7 MB)
Persistent link:
Language: English
Published: Elsevier, 2017
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.

see all

Series: Industrial marketing management
ISSN: 0019-8501
ISSN-E: 1873-2062
ISSN-L: 0019-8501
Volume: 65
Pages: 76 - 85
DOI: 10.1016/j.indmarman.2017.05.002
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2017. This manuscript version is made available under the CC-BY-NC-ND 4.0 license