Richard Gyrd-Jones

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.