Conférence : Collaborateurs, consommateurs, influenceurs… comment les acteurs co-construisent l’identité des marques

The nested nature of brand identity: co-creation of brands among multiple stakeholders

Richard Gyrd-Jones,
Professor, Copenhagen Business School

Résumé / Summary

Cette conférence traitera de deux questions clés : Comment fonctionne la co-construction de l’identité de la marque au sein de l’entreprise ? Quelles sont les limites de la co-création de l’identité de la marque ? Plus précisément : comment et pourquoi les employés adhèrent à la marque ? Nous discuterons de la nature de l’interaction entre l’identité de la marque aux niveaux organisationnel et individuel. Nous nous concentrerons sur les processus de co-création de l’identité pour comprendre comment les acteurs interagissent avec la marque. En particulier, nous développerons l’idée que les employés puissent être considérés comme des entrepreneurs néo-libéraux (Scharff, 2016), construisant leur propre image à travers leur travail. En conclusion, nous tenterons d’apporter une meilleure compréhension des phénomènes d’adhésion et d’engagement envers la marque, ainsi qu’une meilleure compréhension du désengagement des employés.

This conference shall address two key questions. 1) How does the co-construction of brand identity work within the company? 2) What are the limits of brand identity co-creation? More specifically, how and why do employees adhere to the brand? We shall discuss the nature of the interaction of brand identity at the organisational and individual levels. We’ll focus on identity co-creation processes to understand how different actors interact with the brand. More specifically, we’ll investigate the idea that employees can be considered as neo-liberal entrepreneurs (Scharff, 2016), constructing their own image through their work. To conclude, we shall attempt to give a better understanding of the phenomenons of adhesion and engagement towards the brand, as well as a better comprehension of employee disinvestment.


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