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Distributed Leadership: When People Claim Brand Ownership

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Engaged Leadership

Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

Current consumer-brand relationship scenario is increasingly characterized by empowered individuals who claim ownership of brands and brand-related contents and manifest leadership in activating, nurturing, and quitting conversations that contribute to brand value creation or destruction beyond the efforts of marketers. When brand actors are only one of the players and not even the most impactful one in generating, modifying, or even overturning brand meanings and values, who does then take the lead in making sense of brands? And how does that happen? This chapter aims at elucidating the concept of distributed leadership of current networked individuals toward their brands and support it with anecdotal evidence of groundbreaking practices of people leadership in brand value creation at the global level.

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Author information

Authors and Affiliations

  1. LABCOM Università Cattolica del Sacro Cuore, Milan, Italy

    Silvia Biraghi & Rossella C. Gambetti

  2. College of Communication Boston University, Boston, MA, USA

    Stephen Quigley

Authors
  1. Silvia Biraghi
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  2. Rossella C. Gambetti
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  3. Stephen Quigley
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Correspondence to Silvia Biraghi .

Editor information

Editors and Affiliations

  1. School of Business, Woodbury University, Burbank, California, USA

    Joan Marques

  2. School of Business, Woodbury University, Burbank, California, USA

    Satinder Dhiman

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Biraghi, S., Gambetti, R.C., Quigley, S. (2018). Distributed Leadership: When People Claim Brand Ownership. In: Marques, J., Dhiman, S. (eds) Engaged Leadership. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-72221-4_19

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