The brand champion, a double-edged sword for brand building

European Marketing Academy Conference, Louvain, Belgique (2015)
Auteurs : Fabienne Berger-Rémy et Géraldine Michel

Employees embodying the brand as much for customers as colleagues are typically qualified as brand champions. However, we know little about this organizational figure. Based on a multiple case study in five business divisions of three companies, the present research shows that brand champions are single individuals situated at an intermediate management level, self-proclaimed, and recognized as such by the rest of the organization. Brand champions display all the characteristics of charismatic authority and have a brand relationship similar to that of consumers described by Fournier (1998).