Multiple-Stakeholder Perspectives in Brand Management

As brands become more ubiquitous their ecosystem of stakeholders increases. We observe this specifically in the context of Brand communities, but more widely in the context of supplier and distribution networks, CSR stakeholders, co-branding and networked organistions such as tourist organisations (DMO's) as well as internal stakeholder networks in the context of employer branding. Managing the inherent complexity of multiple stakeholder networks within the context of brands presents new and as yet largely unexplored challenges. This research seminar explores the complexities of navigating in brand ecosystems composed of multiple stakeholders.

To stimulate discussion and debate, three short presentations will be given. Professor Bill Merrilees and Dr Dale Miller, Griffith University, Australia will be among the presenters.

Purpose

The purpose of this seminar is to invite discussion around this topic in order to:

1. highlight the challenges in adopting this orientation in brand management, and;

2. to stimulate thought about the need for future research within this area.

Among the questions that this seminar might address are:

- How can we identify and prioritise key brand stakeholders?

- Can network theory help to understand the nature of stakeholder networks?

- How are stakeholders motivated to engage in the brand?

- How is the brand interpreted by stakeholders and how do we manage the multiple meanings of the brand?

- How do we manage the paradoxes that arise from working wih complex stakehodler networks?

We look forward to your participation Torsten Ringberg & Richard Gyrd-Jones.