Advertisement

Exploring brand governance in SMEs: does socialisation provide a means to value creation?

  • Michelle Renton
  • James E. Richard
Original Article
  • 13 Downloads

Abstract

Open access strategies and dialogue between firms and customers increase the risk of loss of brand distinctiveness, with implications for maintaining brand position, image, reputation and authenticity. This is of importance to new and emerging small- and medium-sized enterprises (SMEs) and organisations whose brand distinctiveness may represent one of few areas of competitive advantage. Our paper draws together concepts of SME brand orientation and the underdeveloped framework of brand governance to explore brands and brand image in online and offline engagement contexts. Investigating the role of four relational norms, selection, solidarity, information exchange and flexibility in six brand-oriented SMEs, we discuss their use in the context of interactive engagement with stakeholders. Findings show that each of the four relational norms enables, supports and provides guidance for the management of SME brands. This exploratory work initiates a conversation around brands, brand management and brand governance in SMEs and points to several areas for future research direction.

Keywords

Brand governance Social media Brand risk SME Brand management 

References

  1. Baumgarth, C. 2010. “Living the brand”: Brand orientation in the business-to-business sector. European Journal of Marketing 44 (5): 653–671.CrossRefGoogle Scholar
  2. Brodie, R.J., and M. Benson-Rea. 2014. Evolution of the branding of New Zealand wine: From country image to collective industry and market meaning. In Proceedings of the 8th International Academy of Wine Business Research. Proceedings of the 28–30 June, Geisenheim, Germany, ed. G. Szolnoki and D. Hoffmann, 468–478. Geisenheim: Hochschule Geisenheim University.Google Scholar
  3. Busco, C., E. Giovannoni, A. Riccaboni, M.L. Frigo, and R.W. Scapens. 2006. Towards “Integrated Governance”: The role of performance measurement systems. In Performance measurement and management control: Improving organizations and society, ed. M.J. Epstein and J.-F. Manzoni, 159–186. Oxford: Elsevier.Google Scholar
  4. Creswell, J.W., and D.L. Miller. 2000. Determining validity in qualitative inquiry. Theory Into Practice 39 (3): 124–130.CrossRefGoogle Scholar
  5. Cutrone, J. 2017. Four bright ideas on brand governance. Brandingmag: Narrating the discussion, 12 May. https://www.brandingmag.com/2017/05/12/four-bright-ideas-on-brand-governance/. Accessed 8 February 2018.
  6. Ferguson, R.J., M. Paulin, and J. Bergeron. 2005. Contractual governance, relational governance, and the performance of interfirm service exchanges: The influence of boundary-spanner closeness. Journal of the Academy of Marketing Science 33 (2): 217–234.CrossRefGoogle Scholar
  7. Griffith, D.A., and M.B. Myers. 2005. The performance implications of strategic fit of relational norm governance strategies in global supply chain relationships. Journal of International Business Studies 36 (3): 254–269.CrossRefGoogle Scholar
  8. Gromark, J., and F. Melin. 2011. The underlying dimensions of brand orientation and its impact on financial performance. Journal of Brand Management 18 (6): 394–410.CrossRefGoogle Scholar
  9. Grönroos, C., and P. Voima. 2013. Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science 41 (2): 133–150.CrossRefGoogle Scholar
  10. Halliday, S.V. 2016. User-generated content about brands: Understanding its creators and consumers. Journal of Business Research 69 (1): 137–144.CrossRefGoogle Scholar
  11. Hatch, M.J., and M. Schultz. 2010. Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management 17 (8): 590–604.CrossRefGoogle Scholar
  12. Heide, J.B., and G. John. 1992. Do norms matter in marketing relationships? Journal of Marketing 56 (2): 32–44.CrossRefGoogle Scholar
  13. Heide, J.B., and K.H. Wathne. 2006. Friends, businesspeople, and relationship roles: A conceptual framework and a research agenda. Journal of Marketing 70 (3): 90–103.CrossRefGoogle Scholar
  14. Helm, C., and R. Jones. 2010. Extending the value chain—A conceptual framework for managing the governance of co-created brand equity. Journal of Brand Management 17 (8): 579–589.CrossRefGoogle Scholar
  15. Hernandez, S., L. Jacobs, C. Lange, T. Ordahl, and A. Whitney. 2017. Revolutionizing the way we manage brands: The brand community model Landor.com, 8 February, https://landor.com/thinking/revolutionizing-way-manage-brands-brand-community-model, accessed 8 February 2018.
  16. Hills, G.E., C.M. Hultman, and M.P. Miles. 2008. The evolution and development of entrepreneurial marketing. Journal of Small Business Management 46 (1): 99–112.CrossRefGoogle Scholar
  17. Ind, N., and R. Bjerke. 2007. Branding Governance: A participatory approach to the brand building process. Chichester: Wiley.Google Scholar
  18. Kavaratzis, M. 2012. From “necessary evil” to necessity: Stakeholders’ involvement in place branding. Journal of Place Management and Development 5 (1): 7–19.CrossRefGoogle Scholar
  19. Kay, M.J. 2006. Strong brands and corporate brands. European Journal of Marketing 40 (7/8): 742–760.CrossRefGoogle Scholar
  20. Levitin, D. 2017. Weaponized lies: How to think critically in the post-truth era. London: Penguin Books.Google Scholar
  21. Lucarelli, A., and M. Giovanardi. 2016. The political nature of brand governance: A discourse analysis approach to a regional brand building process. Journal of Public Affairs 16 (1): 16–27.CrossRefGoogle Scholar
  22. M’zungu, S.D.M., B. Merrilees, and D. Miller. 2010. Brand management to protect brand equity: A conceptual model. Journal of Brand Management 17 (8): 605–617.CrossRefGoogle Scholar
  23. McCracken, G. 1988. The long interview. Sage university paper series on qualitative research methods. Newbury Park, CA: Sage Publications.Google Scholar
  24. Merz, M.A., Y. He, and S.L. Vargo. 2009. The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science 37 (3): 328–344.CrossRefGoogle Scholar
  25. OECD. 2010. SMEs, Entrepreneurship and innovation. OECD Publishing, 20 May. https://www.oecd-ilibrary.org/content/publication/9789264080355-en. Accessed 13 February 2018.
  26. Ordahl, T. 2017. Why brand governance is dead- and what to do about it. AMA Marketing News Weekly 2 August, https://www.ama.org/publications/eNewsletters/Marketing-News-Weekly/Pages/brand-governance-is-dead.aspx. Accessed 8 February 2018.
  27. Pilmer, J. 2017. Fake news and the threat to your brand: 4 things you can do about it now. Entrepreneur.com, 1 May, https://www.entrepreneur.com/article/287491. Accessed 16 February 2018.
  28. Prahalad, C.K., and V. Ramaswamy. 2004. Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing 18 (3): 5–14.CrossRefGoogle Scholar
  29. Priporas, C.-V., and I. Kamenidou. 2011. Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation. Journal of Brand Management 18 (4): 264–273.CrossRefGoogle Scholar
  30. Priporas, C.-V., N. Stylos, and A.K. Fotiadis. 2017. Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior 77: 374–381.CrossRefGoogle Scholar
  31. Ramaswamy, V., and K. Ozcan. 2016. Brand value co-creation in a digitalized world: An integrative framework and research implications. International Journal of Research in Marketing 33 (1): 93–106.CrossRefGoogle Scholar
  32. Reijonen, H., T. Laukkanen, R. Komppula, and S. Tuominen. 2012. Are growing SMEs more market-oriented and brand-oriented? Journal of Small Business Management 50 (4): 699–716.CrossRefGoogle Scholar
  33. Renton, M., U. Daellenbach, S. Davenport, and J.E. Richard. 2016. Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food and beverage sector. Journal of Brand Management 23 (3): 289–305.CrossRefGoogle Scholar
  34. Schein, E.H. 1992. Organizational culture and leadership, 2nd ed. San Francisco, CA: Jossey-Bass.Google Scholar
  35. Spence, M., and L.H. Essoussi. 2010. SME brand building and management: An exploratory study. European Journal of Marketing 44 (7/8): 1037–1054.CrossRefGoogle Scholar
  36. Spiggle, S. 1994. Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research 21 (3): 491–503.CrossRefGoogle Scholar
  37. Stephen, A.T., and L.V. Coote. 2007. Interfirm behavior and goal alignment in relational exchanges. Journal of Business Research 60 (4): 285–295.CrossRefGoogle Scholar
  38. Strauss, A., and J.M. Corbin. 1998. Basics of qualitative research: Techniques and procedures for developing grounded theory, 2nd ed. Thousand Oaks, CA: Sage Publications.Google Scholar
  39. Vargo, S.L., and R.F. Lusch. 2008. Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science 36 (1): 1–10.CrossRefGoogle Scholar
  40. Wathne, K.H., and J.B. Heide. 2000. Opportunism in interfirm relationships: Forms, outcomes, and solutions. Journal of Marketing 64 (4): 36–51.CrossRefGoogle Scholar
  41. Wathne, K.H., and J.B. Heide. 2004. Relationship governance in a supply chain network. Journal of Marketing 68 (1): 73–89.CrossRefGoogle Scholar
  42. Williams, M. 2000. Interpretivism and generalisation. Sociology 34 (2): 209–224.CrossRefGoogle Scholar
  43. Wong, H.Y., and B. Merrilees. 2005. A brand orientation typology for SMEs: A case research approach. Journal of Product & Brand Management 14 (3): 155–162.CrossRefGoogle Scholar
  44. Wong, H.Y., and B. Merrilees. 2007. Closing the marketing strategy to performance gap: The role of brand orientation. Journal of Strategic Marketing 15 (5): 387–402.CrossRefGoogle Scholar
  45. Wong, H.Y., and B. Merrilees. 2008. The performance benefits of being brand-orientated. Journal of Product & Brand Management 17 (6): 372–383.CrossRefGoogle Scholar

Copyright information

© Springer Nature Limited 2019

Authors and Affiliations

  1. 1.Victoria University of WellingtonWellingtonNew Zealand

Personalised recommendations