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Full-Text Articles in Business
Retooling The Corporate Brand: A Foucauldian Perspective On Normalisation And Differentiation, S. R. Leitch, Judith Motion
Retooling The Corporate Brand: A Foucauldian Perspective On Normalisation And Differentiation, S. R. Leitch, Judith Motion
Faculty of Commerce - Papers (Archive)
In this article we draw upon the social theory of Michel Foucault to explore the neglected tension between normalization and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues for the identification of a ‘strategic balance point’35 which would lead managers to strive for the singular identity that represents the ideal compromise between differentiation and conformity. In contrast we contend that corporate brands exist in multiple discourse contexts, that the tension between normalization and differentiation must be managed within each of these contexts, and that the brand …
A Toolbox For Public Relations: The Oeuvre Of Michel Foucault, Judith Motion, S. R. Leitch
A Toolbox For Public Relations: The Oeuvre Of Michel Foucault, Judith Motion, S. R. Leitch
Faculty of Commerce - Papers (Archive)
In this article, we provide a brief introduction to the work of Michel Foucault. Our focus is on the major themes of Foucault’s work: discourse, power/knowledge and subjectivity. We demonstrate the rich contribution that Foucauldian theory can make to public relations practice and scholarship by moving beyond a focus on excellence towards an understanding of public relations as a discourse practice with power effects.
Corporate Brands And Social Brands: Co-Branding Gm-Free And Uk Supermarkets, S. R. Leitch, S. Davenport
Corporate Brands And Social Brands: Co-Branding Gm-Free And Uk Supermarkets, S. R. Leitch, S. Davenport
Faculty of Commerce - Papers (Archive)
In this paper we introduce the concept of “social brands” and examine the potential for co-branding between corporate brands and social brands to enhance or damage the value of corporate brands. Co-branding has been theorized in terms of the relationship between the brands of organizations, products and services. However, from a discourse perspective, issues may also be understood to function as what we term “social brands” that may be incorporated in a co-branding strategy. We deploy Leitch and Richardson’s (2003) brand web model to analyze the potential benefits and dangers of forming co-branded relationships with social brands. We draw on …