Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation proces...
Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices
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London: Palgrave Macmillan UK
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Language
English
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Publisher
London: Palgrave Macmillan UK
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Contents
Recent developments within branding theory suggest a move towards co-created branding. In theory, this approach holds great promise in terms of engaging stakeholders in dynamic processes of creating the corporate brands, but a brand co-creation process also exposes the organization to, for example, loss of control, dilution of identity and potentia...
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Full title
Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices
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TN_cdi_proquest_journals_2215712700
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2215712700
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ISSN
1350-231X
E-ISSN
1479-1803
DOI
10.1057/s41262-018-0124-2
