Linking Strategy-As-Practice knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context

In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon that involves practices which are determined by the relevant context of company internal and external stakeholders. Also, the particularities in brand management that come about when a number of stakeholder groups cocreate brand meaning are crystallized.