University of Oulu

Norrgrann, A., & Saraniemi, S. (2022). "Chapter 7: Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network". In Research Handbook on Brand Co-Creation. Cheltenham, UK: Edward Elgar Publishing. Retrieved Jun 17, 2022, from

Dealing with discrepancies of a brand in change : recomposition of value and meanings in the network

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Author: Norrgrann, Anu1; Saraniemi, Saila2
Organizations: 1Design Centre Muova (Vaasa, Finland)
2Oulu Business School, University of Oulu (Finland)
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.8 MB)
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Language: English
Published: Edward Elgar Publishing, 2022
Publish Date: 2022-09-11


Brands become shaped by interaction processes in the networks in which they are embedded. Research addressing this phenomenon has departed both from a co-creation angle, and to some extent by examining co-destruction. In this chapter, we adopt a process-oriented multiple stakeholder view to brands and explore the concept of brand discrepancies, i.e. inconsistencies and disruptions that can prompt brand co-destruction and lead to a reconfiguration of meanings and value in the brand’s ecosystem. The chapter presents a longitudinal case study from the context of food distribution to illustrate the ever-changing nature of brand reality. The findings add to the brand co-creation discussion by showing that brand co-destruction is not always negative, but the reconfiguration, recomposition, and reorchestration of brand meanings and value can also be seen as positive outcomes of brand discrepancies. These findings depict brand management as a process of orchestration in a multi-stakeholder setting, rather than as something conducted unilaterally by a brand governor.

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ISBN: 978-1-83910-542-5
ISBN Print: 978-1-83910-541-8
Pages: 105 - 121
Host publication: Research handbook on brand co-creation
Host publication editor: Markovic, Stefan
Gyrd-Jones, Richard
von Wallpach, Sylvia
Lindgreen, Adam
Type of Publication: A3 Book chapter
Field of Science: 512 Business and management
Copyright information: © Stefan Markovic, Richard Gyrd-Jones, Sylvia von Wallpach and Adam Lindgreen 2022. This is a draft chapter/article. The final version is available in Research Handbook on Brand Co-Creation edited by Stefan Markovic, Richard Gyrd-Jones, Sylvia von Wallpach, and Adam Lindgreen, published in 2022, Edward Elgar Publishing Ltd.