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I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research

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Abstract

Brand scholars have devoted attention to different brand management schools, and recently, the co-creative school has been much in focus of brand research. This study aims to explore whether the brand schools distinguished in research are also perceived by brand practitioners, and if a turn towards co-creative paradigms is discernible there. In particular, four thematic complexes are used to narrow the field under examination: relevance of brand school taxonomies for managers, their knowledge about the co-creative school, ideas about a changing role for internal brand management, and their engagements to keep up with recent developments in branding theory. A qualitative study of 20 marketing professionals was undertaken to explore the issues. The results generally support other findings on existing theory-practise gaps. The data indicate that there is no awareness about different brand management schools within the group of managers. The co-creative school has not been appreciated by professionals, accordingly. However, internal brand management is seen as a field of pivotal relevance. Regarding their individual lifelong learning, brand managers do not report any systematic initiatives to connect to brand theory or research; managers do neither have any expectations about learning from current brand research. Implications for further research and management are discussed.

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  1. Mainz University of Applied Sciences, Lucy-Hillebrand-Str. 2, 55128, Mainz, Germany

    Joern Redler

  2. Koblenz University of Applied Science, Konrad-Zuse-Str. 1, 56075, Koblenz, Germany

    Holger J. Schmidt

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Redler, J., Schmidt, H.J. I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research. J Brand Manag 29, 498–511 (2022). https://doi.org/10.1057/s41262-022-00287-5

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