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Hyperconnected : = Brand Building in a Decentralized World.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Hyperconnected :/
Reminder of title:	Brand Building in a Decentralized World.
Author:	White, Catherine Jean.
Description:	1 online resource (90 pages)
Notes:	Source: Masters Abstracts International, Volume: 84-10.
Contained By:	Masters Abstracts International84-10.
Subject:	Communication. -
Online resource:	click for full text (PQDT)
ISBN:	9798379432522

Hyperconnected : = Brand Building in a Decentralized World.
White, Catherine Jean.

Hyperconnected :Brand Building in a Decentralized World. - 1 online resource (90 pages)

Source: Masters Abstracts International, Volume: 84-10.

Thesis (M.A.)--Royal Roads University (Canada), 2023.

Includes bibliographical references

Historically, brand building was closely controlled, relying on top-down hierarchies to ensure consistency, and brand communications was delivered through one-way channels. However, digital technology is transforming communications channels, creating a hyperconnected yet decentralized World. Where stakeholders are interconnected, and they have shifted from passive to active participants. Consequently, old brand strategies may no longer be relevant as brands now have to contend with a dynamic ecosystem where there has been an increase in transparency and the movement of control from the few to many.This thesis was undertaken to explore the question "what strategies do corporations founded before 2000 need to adopt in order to build a strong brand in a hyperconnected yet decentralized world?" The paper begins with a literature review of an overview of how organizations have traditionally approached brand building. Next it examines business-to-business (B2B) research, as B2B organizations are used to operating in complex environments to build relationships with multiple stakeholders across decentralized networks. Finally, public relations research is explored, as the field has a long history of discussing the importance of two way communications with multiple stakeholders, and the focus on stakeholder theory may provide answers to how companies should communicate across diverse and complex communication networks. To examine the relevance of the literature review, an exploratory qualitative study was undertaken, which involved interviews with ten senior marketing and public relation professionals. These interviews were then compared with the literature to explore the emergent trends and their potential impact on developing brands. The thesis concludes with implications and recommendations for further research.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798379432522Subjects--Topical Terms:

556422
Communication.
Subjects--Index Terms:

BrandsIndex Terms--Genre/Form:

554714
Electronic books.

Hyperconnected : = Brand Building in a Decentralized World.
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500 $a Advisor: Moller, Kim.
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653 $a Co-creation
653 $a Brand communications
653 $a Digital transformation
653 $a Stakeholders
653 $a Strategies
653 $a Business-to-business
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