employ rhetorical theory in corporate branding research. How can we make them more Trekker?’…, -concept depends on the degree of exposure to an attractive, , 2009, p. 123), overlap with brand champion, Journal of International Business Studies, Living the Brand: How to Transform Every Member of Your Organization Into, IEEE Transactions on Engineering Management, Qualitative Research and Evaluation Methods. For example, Australair and Banksmart managers introduced, or revised brand books that described key, brand attributes, and offered guidelines for implementing the visual identity (Aaker and, Joachimsthaler, 1999; Urde, 2003). For example, in formulating a new brand, strategy, the brand concept could shift from brand as reference (brand name is used to, identify the producer, to enhance perceptions of product quality) to brand as personality. Merrilees, B. Practical implications Rhetorical theory complements social identity theory as it provides an understanding, of persuasive strategies that encourage de-identification and identification with attributes of a, redefined organisational identity (Fiol, 2002; Sillince. In: R. Marschan-Piekkari and C. Welch (eds.). Making everyone a brand champion. The brand is an official sponsor Champions League game. Therefore, beside the most common conceptualizations of brand ambassadorship (e.g., Gelb & Rangarajan, 2014;Xiong, King, & Piehler, 2013) and "living the brand" (e.g., Ind, 2001;Maxwell & Knox, 2009;Morhart, 2017;Wallace, de Chernatony, & Buil, 2011, 2013a, employees' delivery of the brand in interactions with consumers has also been conceptualized as brand supporting behavior (e.g., Punjaisri, Evanschitzky, & Wilson, 2009;Wallace, de Chernatony, & Buil, 2013b), branded service encounter (e.g., Sirianni, Bitner, Brown, & Mandel, 2013), brand building behavior (e.g., Punjaisri, Evanschitzky, & Rudd, 2013), brand champion behavior (e.g., Morhart, Herzog, & Tomczak, 2009;Wallace & De Chernatony, 2009; Study at Australia’s most innovative university* – and gain deep, unrivalled expertise in a discipline within IT and Computer Science. In addition, the author describes the relationship between the corporate identity and corporate brand and notes the differences between product brands and corporate brands. The campaigns and efforts of the marketing organization are one of the best ways to generate qualified leads. Rhetorical theorists consider that ‘the process of identification is conducted primarily with, involves change agents rebuilding ties to a new future state (Fiol, 2002). (Ind, 2007; Merrilees, 2005). 177, 178). Research limitations/implications stakeholders through their interactions. Classical rhetorical theory is concerned with the, argumentation and persuasion or an arguer (Aristotle, as cited in Barnes, 1984). However, unlike the product brand that has contrived values; corporate brand concept is based on values held within a company (Balmer, 2001b). Within companies, shifting to brand as personality and brand as company concepts, brand champions use, abstract language and visual imagery to describe the brand vision. Against a backdrop of growing, interest in brand champion behaviour in corporate branding research, we grounded our study, in social identity theory and rhetorical theory from change management literature. Within, companies shifting to a brand as company concept, brand champions encourage employees to, engage in active experimentation of new projects, which generates questioning of the brand, values within one’s role. In the corporate marketing domain, the debates concerning corporate brand development and the interplay of different environmental forces to shape the corporate brand continue (Gyrd-Jones & Kornum, 2013;Hatch & Schultz, 2010). While social identity theory explains why brand champion, behaviour encourages employee commitment to a new corporate brand strategy, specific, aspects of rhetorical theory explain the how of effective brand championing processes. Covey articulates a seducing rhetorical vision of personal and organisational growth. Let’s … (2010) Explicating corporate brands and their management: Reflections and, Balmer, J.M.T. Six additional themes within the Volume include: (2) online and digital branding, (3) luxury branding, (4) brand personality, (5) brand experience, (6) brand equity and (7) corporate identity and branding. Within rhetorical theory, Perelman and, Olbrechts-Tyteca (1969) propose that a speaker can build communion by involving the, audience in the active exposition of an idea. brand goals (Löhndorf and Diamantopoulos, 2014). As such, they will use all their connections to make sure that the brand is promoted as far as their networks allow them to. Rousseau, D., M. (1998) Why workers still identify with organizations. research and manager discussions. King, N. (2012) Doing template analysis. Schon, D. (1963) Champions for radical new inventions. They actually use those words that are the valu. Researchers increasingly urge managers to consider employees as important communicators, and employees’ communication role is increasingly formalized as organizations explicate the importance of all employees taking responsibility for communication in strategies and policies. 14,20. This includes literature on. Get a feel for your university experience by visiting us and checking out our facilities. were used to promote converging lines of inquiry. During the 1960 presidential campaign, John F. Kennedy and Richard Nixon articulated distinct temporal visions, based respectively on loci of quality and quantity, in their debate about the status and future of America's space program. Blair, J.A. The informal corporate influencer is characterized by a (1) high commitment to and understanding of the corporate brand values, (2) a long-term affiliation with the company, and (3) voluntary and off-role behavior. Brands are composed of intangible elements related to its specific promise, personality, and positioning and tangible … Therefore, terms like brand evangelists (Doss 2014;Doss and Carstens 2014) or brand champions (Causon 2004;King et al. The present study focuses on service co-exist and have a profound influence in framing policy debates. Amway Global is the number-one direct selling business on the planet, raking in around $8-9 billion a year. The Senior Integrated Marketing and Communications Manager explained how. Perhaps you're able to make them more effective at their jobs, so they receive tons of compliments from their boss. In doing so, it also aims to propose a model, which considers the relationships across these outcomes. Employee remuneration was tied to this, assessment. It is proposed that corporate brands can successfully co-create their value and meanings over time only if corporations co-evolve with their environment—in this study, multiple external stakeholders. Based on this research, senior manager brand champions make, recommendations on strategy implementation (Aaker and Joachimsthaler, 2000). interview-based studies, data analysis progressed in three phases (Cody and Lawlor, 2011; Gambetti and Graffigna, 2015), which included developing a code manual (phase one), writing descriptive company summaries (phase two), and systematic combination of theory, The manual included the code name and a description of the theme. However, while researchers and practitioners agree on the importance of employees’ communication role, the understanding of it is still heavily influenced by idealistic thinking of employees as organizational embodiments of a management-driven idea of what the organization is. The marketing manager is someone who is hired by the business in order to help promote the brand. brand values. However, change management research suggests that de-identification is needed, within companies undergoing identity transformation (Fiol, 2002). Abstract, language is an enthymeme that draws the audience in to participate in the persuasion process, (Blair, 2012), by allowing people to develop individual interpretations that are consistent with, leaders’ intended definition of the core ideology, theory emphasises persuasive language (Cheney, 1983; Sillince, demonstrates that persuasion involving abstract language and visual imagery to describe the, corporate brand vision encourages employees to identify with a redefined brand concept. The media clippings and website, information was used in pre-interview preparation. In an earlier topic called “The Two Types of Product Managers” I discuss how companies often split their Product Manager roles into a technical and a marketing flavor. Howell, J.M., Shea, C.M. contributes to developing and implementing an innovation (Chakrabarti and Hauschildt, goals and build on the existing shared brand understanding within the company, the situation, is somewhat different from championing innovations. “Branding verlangt Hingabe; die Bereitschaft, sich ständig neu zu erfinden” ... Was auch immer es ist, nutzen Sie es zur Definition und schreiben Sie es auf. Face-, source of data collection. Corporate branding is a process that aims to create and maintain. They strongly believe in and identify with the brand concept -, selected brand meaning, which underpins corporate brand strategy implementation. Brand champions articulated the brand vision using abstract language. The Softech reward system encouraged employees to question, application of the corporate brand values within new projects. These brand champion behaviour processes are summarised in Table 7. Such storytelling builds upon brand core. If this is the case for your company, each type of Product Manager still takes on the role of product champion – only the specific champion duties are either more technical or more marketing oriented. Basically making everyone live and breathe the values… People tal, that’s not on this value, you know that’s not open and respectful, that’s, accountable, that’s not …you know, you really should take on, this is a big challenge and, people actually talk like that. During the brand, visioning phase, a marketing team develops a corporate brand vision, based on consumer. The answer sequential process of selecting, introducing, elaborating, and getting the, marker organisational! 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