Article2018

Corporate rebranding failure and brand meanings in the digital environment

Veronika V. Tarnovskaya · Galina Biedenbach

54 citations0/0 files storedMarketing Intelligence & Planning

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The purpose of this paper is to investigate the dynamic process of brand meaning creation by multiple stakeholders during corporate rebranding in the digital environment. Design/methodology/approach By applying a symbolic interactionist perspective, the case study analyses a failed corporate rebranding of Gap. A variety of narratives by managers, consumers, designers, and marketing professionals were captured by collecting qualitative data on Facebook, Twitter, and professional forums on the internet. Findings The study demonstrates that the process of brand meaning creation is affected by the complexity of brand meaning negotiation within and between different stakeholder groups. The findings illustrate that the polarisation of brand meanings, in which both antagonistic and supportive forms co-exist, has a determinable impact on the outcome of corporate rebranding. Research limitations/implications The study analyses one case of corporate rebranding failure with the focus being on the four key stakeholder groups. Future studies could examine multiple cases of successful and failed corporate rebranding, including a broader variety of internal and external stakeholders. Practical implications Marketing managers should engage multiple stakeholders proactively during the process of brand meaning creation. They are encouraged to learn from antagonistic incidents of brand meaning negotiation as well as to utilise opportunities arising during constructive episodes of brand meaning co-creation. Originality/value The study contributes to previous research by exploring how the process of brand meaning creation can trigger the collision of brand meanings, which lead to the failure of corporate rebranding.

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References

2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 2000Varieties of Discourse: On the Study of Organizations through Discourse Analysis 2009Working consumers: the next step in marketing theory?2010Toward a theory of brand co-creation with implications for brand governance 2013Understanding online firestorms: Negative word-of-mouth dynamics in social media networks 2006Corporate rebranding: destroying, transferring or creating brand equity?2009Interactivity's Unanticipated Consequences for Marketers and Marketing

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