Rebranding in brand-oriented organisations: Exploring tensions in the nonprofit sector

Z S H Lee

Research output: Contribution to journalArticlepeer-review

21 Citations (Scopus)

Abstract

In a corporate rebranding process, changes to brand identity will
involve a concurrent organisational adaptation likely to generate reactions from internal and external stakeholders. We explore this issue by identifying, describing and explaining the tensions involved in managing the process where organisations have to meet expectations from different stakeholders, as in nonprofit organisations. Based on in-depth interviews with managers and consultants, the research provides a view of the complexity of balancing and maintaining relationships with various stakeholders. Three key tensions are presented: in aligning image and identity, in stakeholder dialogue and access, and in balancing market requirements with organisational identity.
Original languageEnglish
Pages (from-to)1124-1142
Number of pages19
JournalJournal of Marketing Management
Volume29
Issue number9-10
Early online date9 Jul 2013
DOIs
Publication statusPublished - Aug 2013

Keywords

  • Sustainability
  • brand orientation
  • corporate rebranding
  • organisational change
  • nonprofit

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