Department of Marketing

  • Center for Tourism and Hospitality Management (THM)
Richard Ian
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 Jones; Michael Beverland / Dialectical Emotional Labour in Digital Person-Branding : The Case of Digital Influencers.
In: Organization Studies, 7.10.2023
Journal article > peer review
Kaisa Aro; Kati Suomi; Richard Gyrd-Jones / Layers of Love : Exploring the Interactive Layers of Brand Love in the Social Media Setting.
In: European Journal of Marketing, Vol. 57, No. 13, 2023, p. 87-110
Journal article > peer review
Stefan Markovic; Richard Jones; Sylvia von Wallpach; Adam Lindgreen / Preface
In: Research Handbook on Brand Co-creation: Theory, Practice and Ethical Implications. . ed. /Stefan Markovic; Richard Jones; Sylvia von Wallpach; Adam Lindgreen. Cheltenham : Edward Elgar Publishing 2022, p. xxiv–xxxiv
Stefan Markovic (Editor) ; Richard Jones (Editor) ; Sylvia von Wallpach (Editor) ; Adam Lindgreen (Editor) / Research Handbook on Brand Co-Creation : Theory, Practice and Ethical Implications.
Cheltenham : Edward Elgar Publishing 2022, 448 p.
Anthology > peer review
Richard Jones; Niels Kornum / Individual and Collective Identities in Consocial Communities : Theorising New Forms of on and Offline Social Practice in Relation to Tensions between Individual and Collective Identities .
In: Proceedings of the European Marketing Academy (EMAC) Conference 2021: Marketing for Growth. . ed. /Abel Monfort. Brussels : European Marketing Academy. EMAC 2021, 1 p.
Conference abstract in proceedings > peer review
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
More results... (total 60 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.