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Richard Gyrd-Jones

Associate Professor

Subjects
Strategy Co-creation Branding Education Social media Identity

Primary research areas

Brand mean­ing co-cre­ation
Ex­plor­ing the mean­ing of brand in its stake­hold­er eco­sys­tem.
Brand as ma­na­geri­al prac­tice
Ex­plor­ing brands as or­gan­ising lo­gics.
Self as brand
Ex­plor­ing the con­sequences of the sub­ject­iv­iz­a­tion of self in a per­form­at­ive eco­nomy.

I ex­plore the trans­form­at­ive power of brands

My research focuses on challenges to managing brands in the context of multiple stakeholder eco-systems. I examine critically the discipline of branding as a constitutive force in society that has the power to transform: to transform business strategy but also to transform the lives of individuals as they adopt the logic of branding in their self-presentation. 

I am co-founder of the Brand Meaning Network (link: http://www.cbs.dk/en/research/departments-and-centres/department-of-mark...), which brings together top international scholars in the area of brand meaning co-creation. 

My most recent research follows several paths. Firstly, I look at brand identity co-creation and issues around the implementation of branding strategies at a managerial level. Secondly, I study brands in a wider societal context and brand’s role in and interaction with the performativety of personal brands.

Publications

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May 2025

Luxury in the Circular Economy

George Christodoulides

Ri­chard Gyrd-Jo­nes, Associate Professor

Carolyn Strong
Go to publication

2025

Patterns of Productive and Passive Consumption on Immersive Social Media

Anna-Bertha He­e­ris Chri­sten­sen, Assistant Professor

Ri­chard Gyrd-Jo­nes, Associate Professor

Аleksandrina Аtanasova

Andrea Hemetsberger

Katharina C. Husemann

Syl­via von Wall­pach, Professor mso

Luiza Haddad

Miguel Pina e Cunha
Go to publication

2025

Open Hedonistic Branding

Managing Brand Purpose in a Hedonistic Era

Ri­chard Gyrd-Jo­nes, Associate Professor

Go to publication

Recent research projects

Main­tain­ing nar­rat­ives of self un­der con­di­tions of li­quid work

We ex­am­ine how work­ers in a leg­acy firm nar­rate and ne­go­ti­ate pre­cari­ous­ness, bal­an­cing or­gan­iz­a­tion­al lo­gics with per­son­al nar­rat­ives to cre­ate both sta­bil­ity and pock­ets of free­dom.

Pat­terns of Pro­duct­ive and Pass­ive con­sump­tion on Im­mers­ive so­cial me­dia

We ex­plore young con­sumers’ so­cial me­dia con­sump­tion and aim at un­der­stand­ing the in­ter­de­pend­ency between the pro­duct­ive con­sumer role and the need for re­lax­a­tion.