Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world

Abstract

Purpose This study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world. Design/methodology/approach The authors conducted a qualitative study of Casarte, a high-end appliance brand, as an instrumental case for conceptualizing and theorizing. This study constructs a matrix of dynamic brand positioning as the key analysis framework using in-depth interview data, firm materials and user-generated content from online brand communities. Findings The matrix of dynamic brand positioning has two dimensions: brand core and peripheral meaning, and firm- and customer-led orientation. The interaction between the firm and its customers strengthens the understanding of a brand’s core meaning and consistency perception, expands the scope of brand peripheral meaning and improves the perception of brand meaning diversity. The mutual transformation of the ambidexterity of core and peripheral meanings facilitates the dynamic positioning of brands. Research limitations/implications This study is a qualitative case study; the relevant conclusions have not been tested empirically. If longitudinal data of actual tracking support the effect of dynamic brand positioning, the theory’s reliability can be more rigorously tested. Practical implications It provides managerial logic and a tool for firms to practice dynamic brand positioning in a hyperconnected world, which contributes to the implementation of the emerging firm-customer synergistic strategy. Originality/value This study proposes a construct of dynamic brand positioning supported by qualitative evidence. It disputes the traditional view that brand positioning is determined by the perception of core meaning consistency and creatively puts forward the view that brand positioning evolves dynamically with the mutual transformation of the ambidexterity of brand core meaning and peripheral meaning.

O papel criativo do consumidor no processo de cocriação de valor em mídias sociais

“…Para fomentar o desenvolvimento de novos produtos, as empresas podem utilizar cada vez mais plataformas online, incentivando os consumidores a compartilharem soluções e ideias criativas (Avasilcăi;Rusu, 2015;He;Zhang, 2022). Avasilcăi e Rusu (2015) apresentam o processo utilizado por uma empresa para a captação de ideias e posterior utilização no desenvolvimento de inovações:…”

Emotional or Functional Positioning? Exploring Drivers of Purchase intention for High-end Consumer Brands

“…It is mostly gained from features of the product or brand and is likely to be functional in nature (Keller, 1993;Gutman, 1982). The selection of Functional benefits is highly relevant for our study due to it's immense practicality in the latest contemporary research on the topic (Wang et al, 2022;He et al, 2022)…”

“…Brand positioning strategy is a diverse phenomenon that has grasped the attention of numerous scholars over the years. While a considerable number of research articles are available on the subject (Wang et al, 2022;He et al, 2022;Rua et al, 2022;Olsen et al, 2022), there has been either a repetition of the variables being studied with it or there have been some dimensions that have not been fully investigated. Hence, through focusing the current research on the chosen variables, this reach aims to demonstrate, investigate and explain the relationships that exist amongst them.…”

Developing brand meaning theory: the interplay of tangible attributes and intangible associations in relation to local food brands

“…Consumer behaviour and branding academics document how the meaning lies in a brand's intangible associations, and future research directions seemingly focus on intangible, subjective and cultural meanings (Allen et al, 2008;Fournier and Alvarez, 2019;Batra, 2019). Nonetheless, He and Zhang (2022) support that brand meaning originates from both tangible and intangible elements, with Wilson et al (2014) reflecting that functional or psychological needs are the basis for ascribing meaning to brands and support a holistic approach. Little attention is paid to brand meaning that flows from the tangible attributes, and Keller (2012) supports this, asserting that marketeers tend to focus on value expressive or social desirability considerations rather than functional brand attributes.…”