Department of Marketing

  • Center for Tourism and Culture Management (TCM)
Professor with special responsibilities

Room: SOL/C3.21
E-mail: rj.marktg@cbs.dk

Dr Richard Gyrd-Jones research focuses on challenges to managing brands in the context of multiple stakeholders. He is co-founder of the Brand Meaning Network (link: http://www.cbs.dk/en/research/departments-and-centres/department-of-marketing/research-clusters/brand-meaning-bmrc/network), which brings together top international scholars in the area of brand meaning co-creation. He studies how both for-profit and not-for-profit organisations manage their brand in the context of their brand eco-systems.  His most recent research looks at brand identity co-creation and issues around the implementation of branding strategies at a managerial level. Additionally, he works closely with new ventures in both his research and through multiple workshop formats to help start-ups build their brand.  He achieves consistently high evaluations in his teaching at undergraduate, gradate and executive levels. He is the programme coordinator of the MSc programme in Branding & Communications Management at CBS (link: http://www.cbs.dk/uddannelse/kandidatuddannelser/candmerc/marketing/brand-and-communications-management) which is ranked Number 1 in Western Europe by best-masters.com (link: http://www.best-masters.com/ranking-master-corporate-communication-in-western-europe.html)

Richard Gyrd-Jones is a Docent in Brand Management at Oulu Business School, Finland (link: http://www.oulu.fi/oulubusinessschool/)

Richard Gyrd-Jones is a member of the Brand Meaning Research Cluster (link: https://www.cbs.dk/en/research/departments-and-centres/department-of-marketing/research/brand-meaning-research-cluster-bmrc) and the Centre for Tourism and Culture Management (link: https://www.cbs.dk/en/research/departments-and-centres/department-of-marketing/research/center-tourism-and-culture-management-tcm

Primary research areas
  • Brand Mangement
  • Corporate Branding
  • Brand Value & Meaning
  • Branding in Social Media
  • Brand Eco-systems
  • Branding in New Ventures
  • B-to-B Branding
Administrative tasks

Programme Coordinator. MSc Brand & Communication Management

Member of Study Board: BSc Market and Cultural Analysis (HA(MAK))

Member of Study Board: BA International Marketing & Communication (IMK)

Member of IMK and HA (MAK) appeals board, CBS.

Link to this homepage

CBS 2013-Present
Masters Level: Perspectives in Strategic Brand Management (cand.merc. BCM), Corporate Branding & Communities (cand.merc. SMC), Brand Governance (cand.merc. BCM), Retail Branding & Innovation (cand.merc. elective), Advanced Perspectives in Brand Co-Creation: Innovation opportunities and ethical challenges (cand.merc. elective), Open Innovation  Branding (cand.merc. elective) Bachelor Level: Multidisciplinary Case: Brand Management (IMK), Cross-cultural Studies for Marketing (IMK)

Griffith University 2010-2012
Masters Level: Branding, Retail Branding & Innovation, Integrated Marketing Communication.
Diploma Level: eCRM, Corporate Communications Bachelor Level: Strategic International Marketing School Outreach: Marketing & International Management

iESEG, Lille, France 2011
Masters Level: Retail Branding & Innovation


Masters Thesis Projects: 100+
Bachelor Projects

Phd Students:

Anna-Bertha Heeris Christensen: “Understanding Brand Value Formations within Social Media Practices: An Investigation of How Value Emerges in Online Habitus between Brands, Consumers and Influencers.”


Nicky Nedergaard, CBS: "Creating a Sustainable Operating Model for Design in Business: The role of brand in aligning company resources and custom value creation"

Natasha Cox, Griffith University: "Destination Brand Architecture: An exploratory study of nature-based destinations"

Husam Alnaimi, Griffith University: "Relationship Marketing in the Jordanian Internet Sector: The inclusion of switching behavior and relational bonds into the relationship marketing model"


Other teaching activities

Programme coordinator of the MSc programme in Branding & Communications Management (link: http://www.cbs.dk/uddannelse/kandidatuddannelser/candmerc/marketing/brand-and-communications-management)
Member of International Marketing og Kommunikation (IMK) Study Board Member of Markeds- og Kulturanalyse (MAK) Study Board


2010 - Outstanding Paper Award, European Journal of Marketing
2005 - Best Paper Award (Sustainability and Organisations in the Natural Environment Stream), ANZAM Conference.

Selected publications
  • Törmälä, M., Gyrd-Jones, R.I. (2017). Development of new B2B venture corporate brand identity: A narrative performance approach. Industrial Marketing Management. In press. https://doi.org/10.1016/j.indmarman.2017.05.002
  • Kornum, N., Gyrd-Jones, R., Al Zagir, N., & Brandis, K. A. (2017) Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system. Journal of Business Research. Vol 70: pp. 432-440. http://dx.doi.org/10.1016/j.jbusres.2016.06.019. Commentary by R.Kozinets: http://dx.doi.org/10.1016/j.jbusres.2016.06.020
  • Shao, W., Gyrd-Jones, R.I. & Grace, D. (2015). Brandscapes: Contrasting corporate-generated versus consumer-generated media in the creation of brand meaning. Market Intelligence and Planning, Vol.33, no.3: pp. 414-443. http://dx.doi.org/10.1108/MIP-11-2013-0178
  • Gyrd-Jones, R.I. & Kornum, N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi-stakeholder ecosystems. Journal of Business Research, vol 66, no 9, pp. 1484-1493. http://www.sciencedirect.com/science/article/pii/S0148296312002470
  • Gyrd-Jones, R.I., Helm, C. & Munk, J. (2013). Exploring the Impact of Silos in Achieving Brand Orientation. Journal of Marketing Management, Vol 29, no. 9-10: pp. 1056-1078. doi: 10.1080/0267257X.2013.811283
  • Jones, R.I. (2005). Finding Sources of Brand Value. Developing a stakeholder model of brand equity, Journal of Brand Management, vol. 13, no. 1, pp. 10-32.
Publications sorted by:
Anna-Bertha Heeris Christensen; Richard Gyrd-Jones; Michael B. Beverland / Digital Exploitation through Emotional Labour : The Work-practices of Influencers.
Paper presented at 36th EGOS Colloquium 2020, 2020
Paper > peer review
Christian H. Koch; Richard I. Gyrd-Jones / Corporate Brand Positioning in Complex Industrial Firms : Introducing a Dynamic, Process Approach to Positioning.
In: Industrial Marketing Management, Vol. 81, 8.2019, p. 40-53
Journal article > peer review
Sylvia von Wallpach; Richard Gyrd-Jones; Stefan Markovic / Brand Co-creation : Innovation Opportunities and Ethical Challenges. Special Interest Group Proposal.
In: Proceedings of the European Marketing Academy (EMAC) Conference 2018: People Make Marketing. . ed. /Kathy Hamilton; Matthew Alexander; Spiros Gounaris; Maria Karampela; Ewelina Lacka. Brussels : European Marketing Academy. EMAC 2018, 1 p. (Proceedings of the European Marketing Academy)
Conference abstract in proceedings > peer review
Stefan Markovic; Sylvia von Wallpach; Richard Gyrd-Jones / Multi-stakeholder Knowledge Sharing and Brand Co-creation : Ethical Considerations.
In: Proceedings of the European Marketing Academy (EMAC) Conference 2018: People Make Marketing. . ed. /Kathy Hamilton; Matthew Alexander; Spiros Gounaris; Maria Karampela; Ewelina Lacka. Brussels : European Marketing Academy. EMAC 2018, 1 p. (Proceedings of the European Marketing Academy)
Conference abstract in proceedings
Minna Törmälä; Richard I. Gyrd-Jones / Development of New B2B Venture Corporate Brand Identity : A Narrative Performance Approach.
In: Industrial Marketing Management, Vol. 65, 8.2017, p. 76-85
Journal article > peer review
Richard Jones / Finding Sources of Brand Value : Developing a Stakeholder Model of Brand Equity.
In: Advances in Corporate Branding. ed. /John M. T. Balmer; Shaun M. Powell; Joachim Kernstock; Tim Oliver Brexendorf. London : Palgrave Macmillan 2017, p. 119-147 (Journal of Brand Management: Advanced Collections)
Book chapter > peer review
Niels Kornum; Richard Gyrd-Jones; Nadia Al Zagir; Kristina Anthoni Brandis / Interplay Between Intended Brand Identity and Identities in a Nike Related Brand Community : Co-existing Synergies and Tensions in a Nested System.
In: Journal of Business Research, Vol. 70, 1.2017, p. 432-440
Journal article > peer review
Richard Gyrd-Jones; Minna Törmälä / Make Sense? : Exploring the Role of Sensemaking Narratives in Stakeholders’ Shared Understanding of the Brand.
Paper presented at The 12th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2017, 2017
Paper > peer review
Salia Saraneimi; Richard Gyrd-Jones / Brand Identity Creation and Temporality
Paper presented at The 11th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2016, 2016
Paper > peer review
Richard Gyrd-Jones; Minna Törmälä / Corporate Brand Identity Development in SMEs : A New Co-creative Typology.
In: Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. . ed. /Klemens Knöferle; Luk Warlop; Bendik Samuelsen. Brussels : European Marketing Academy. EMAC 2016 (Proceedings of the European Marketing Academy)
Article in proceedings > peer review
More results... (total 55 results)
Research Projects
Outside activities
  • Visiting Professorship; The University of Turku, Pori, running from January 2020 to December 2021.
  • Visiting Professorship; IAE, Paris (Sornbonne), since 2020.