Management consultancies as brands: Can David learn from Goliath?

Lory, M; McCalman, James

doi:10.1057/palgrave.bm.2540089

Cited by 8 publications

(2 citation statements)

References 2 publications

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“…The concept of brand identity has been researched in some depth (Christmann, Alexander & Wood, 2015;De Chernatony, 1999;Keller, 2001;Lawrence & Kaufmann, 2015;Lory & McCalman, 2002;Nandan, 2005;Phillips, McQuarrie & Griffin, 2014). This multidisciplinary domain has led to a variety of descriptions and conceptual frameworks that reflect this E-ISSN: 2289-1528 https://doi.org/10.17576/JKMJC-2018-3402-07 relevant concept.…”

Section: Constructing Brand Identitymentioning

confidence: 99%

An Exploration on the Process of Brand Identity Building in the Context of Malaysian Cafe

Rashid¹,

Cohen²,

Ghose³

2018

JKMJC

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Identity is vital when communication takes place. Thus, building a strong brand identity has become a prime marketing concern for many business owners. In previous years, the focus was on the communication between the organisation and the customers. This study extended previous research by focusing on the business concept and identity and their approach of communicating themselves (brand) to the public, a step further in safeguarding a place in the enormous business industry. A qualitative approach with semi-structured interviews ware used to explore the food and beverage industry, focusing on independent coffee shops. The interviews were carried out with five independent coffee shops in Kuala Lumpur, Malaysia. According to the finding of this research, there is a lacking in the investment on the execution of brand for these independent coffee shops. This research also initiates that the inclusion of (the owner's) roots, identity, and meaning of names are relevant when building an identity of a brand to have a distinctive business concept. This study contributed to our understanding of how brand identity was built and then connected it to the internal culture of the coffee shop. The findings suggested that the process of creating and building a brand identity was more complicated than just producing the visual imagery in order to build and communicate distinctively.

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Section: Constructing Brand Identitymentioning

confidence: 99%

An Exploration on the Process of Brand Identity Building in the Context of Malaysian Cafe

Rashid¹,

Cohen²,

Ghose³

2018

JKMJC

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“…Brand identity: a dynamic concept The concept of brand identity has been well researched (de Chernatony, 1999;de Chernatony and Harris, 2000;First and Khetriwal, 2008;Keller, 2001;Lory and McCalman, 2002;Nandan, 2005;Roy and Banerjee, 2007;Wesley et al, 2006). Kapferer (2004) believes that having an identity indicates "being true self, driven by a personal goal that is both different from others' and resistant to change".…”

Section: Mip 331mentioning

confidence: 99%

Organisational culture and the creation of brand identity: retail food branding in new markets

Rashid

Ghose

2015

Marketing Intelligence &Amp; Planning

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Purpose – The purpose of this paper is to explore the relationship between organizational culture and brand identity in the retail food and beverage industry and also to explore how independent retail coffee shops and cafes build their brands. The evolution of coffee drinking in many new markets is following a pattern similar to the one witnessed in New Zealand. Design/methodology/approach – A qualitative approach using semi-structured interviews, field notes, photographs and empirical material was carried out with 15 independent coffee shops and nine franchise coffee shops in Christchurch, New Zealand. In total five different approaches were adopted to provide diverse observations to compliment every angle of the research setting by using triangulation. Findings – The findings from this research reveal that an appropriate brand name helps to ease the process of brand identity creation. The personality of the market leader strongly influences organizational culture, and a constant flow of updated business intelligence plays an important role in creating a distinctive brand identity. Internal marketing and personal values are key to constructing internal culture while the acculturation process plays an important role in developing internal culture and building brand identity. Research limitations/implications – Difficulty in getting participants was a major limitation because many employees/owners declined to take part in the research due to the nature of their work which required full attention to serve customers when the outlet is operating. Originality/value – In previous years, research has focused on interaction between the organization and their customers (Hoeffler, 2003). This study extends previous research by investigating the internal culture of the organization and its relation to brand identity building within the organization.

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Are Consultants Moving Towards Professionalization?

Groß¹,

Kieser²

Professional Service Firms

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Management consultancies as brands: Can David learn from Goliath?

Cited by 8 publications

References 2 publications

An Exploration on the Process of Brand Identity Building in the Context of Malaysian Cafe

An Exploration on the Process of Brand Identity Building in the Context of Malaysian Cafe

Organisational culture and the creation of brand identity: retail food branding in new markets

Are Consultants Moving Towards Professionalization?

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