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The Brand Stakeholder Approach: Broad and Narrow-Based Views to Managing Consumer-Centric Brands

The Brand Stakeholder Approach: Broad and Narrow-Based Views to Managing Consumer-Centric Brands

Jonathan A. J. Wilson
Copyright: © 2012 |Pages: 25
ISBN13: 9781613501719|ISBN10: 1613501714|EISBN13: 9781613501726
DOI: 10.4018/978-1-61350-171-9.ch009
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MLA

Wilson, Jonathan A. J. "The Brand Stakeholder Approach: Broad and Narrow-Based Views to Managing Consumer-Centric Brands." Branding and Sustainable Competitive Advantage: Building Virtual Presence, edited by Avinash Kapoor and Chinmaya Kulshrestha, IGI Global, 2012, pp. 136-160. https://doi.org/10.4018/978-1-61350-171-9.ch009

APA

Wilson, J. A. (2012). The Brand Stakeholder Approach: Broad and Narrow-Based Views to Managing Consumer-Centric Brands. In A. Kapoor & C. Kulshrestha (Eds.), Branding and Sustainable Competitive Advantage: Building Virtual Presence (pp. 136-160). IGI Global. https://doi.org/10.4018/978-1-61350-171-9.ch009

Chicago

Wilson, Jonathan A. J. "The Brand Stakeholder Approach: Broad and Narrow-Based Views to Managing Consumer-Centric Brands." In Branding and Sustainable Competitive Advantage: Building Virtual Presence, edited by Avinash Kapoor and Chinmaya Kulshrestha, 136-160. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-61350-171-9.ch009

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Abstract

With the emergence of schools of thought which examine brands and branding according to relationships, brand communities, and popular culture, consumers are becoming more significant in shaping the brand agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non-brand users, social networks, and anti-branding movements towards engagement and the possession of greater social capital. When gifting stakeholders with a larger share of voice, consumption definitions become judged less by tangible transactions; and more by figurative, intangible, and co-dependent communication drivers. In addition, with the increase in interactivity afforded by media channels, two-way communication, and the inclusion of more parties; a normalisation and levelling of information also occurs. Therefore, this chapter presents stakeholders as occupying grouped, interconnected, and dynamic states, which are subject to time-specific communication, influence, and self defined legitimacy. Following this, the creation of brands becomes a collaborative process with brands seeking to engage consumers in new and innovative ways in order to gain authenticity.

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