Brand discrepancies in networks: Empirical illustrations from food and furniture branding in SMEs

Anu Norrgrann, Saila Saraniemi

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Brands become shaped by interaction processes in the networks they are embedded in. Research addressing this phenomenon has departed both from a co-creation angle, and to some extent by examining co-destruction. In this paper, we adopt a process-oriented multiple stakeholder view to brands and explore the concept of brand discrepancies. Through a qualitative, multiple case study methodology, we illuminate the variety of ways brand discrepancies express themselves. The cases depict interactive processes of value reconfiguration in three different settings, 1) brand repositioning resulting from adapting to changed customer relationships, 2) brand creation in a strategic shift from a seller of generic to branded products within existing customer relationships, and 3) in changing network position from contract manufacturer to being a brand governor. Brand discrepancies stemming from such multiplicity reveal the ever-changing nature of brand reality and allow them to be approached in a more authentic and realistic manner.
Original languageEnglish
Title of host publicationProceedings of Nordic Academy of Management Conference 24.8.2019
PublisherUniversity of Vaasa
Publication date24.08.2019
Publication statusPublished - 24.08.2019
MoE publication typeA4 Article in conference proceedings
Event25th Nordic Academy of Management Conference - University of Vaasa, Vaasa, Finland
Duration: 22.08.201924.08.2019
Conference number: 25


  • 512 Business and Management


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