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Interacting contributions of different departments to brand success

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  • de Chernatony, Leslie
  • Cottam (née Drury), Susan

Abstract

Adopting a grounded theory perspective, this research investigates the roles and interactions between marketing, customer services and human resources (HR) in driving success in UK financial services brands. CEOs/MDs, Directors of Marketing, HR and Customer Services, their line reports, front line staff and their agencies from 2 successful and 4 less successful financial services corporations participated in depth interviews for this project. Marketing strategically defining the brand, HR aligning policies behind the brand and customer services staff being brand exemplars enhances brand success. Organizations should abhor power struggles as no one department is critical -- rather working together is key. The brand fulcrum model helps managers and researchers appreciate the harmonious activities of brand guardians (marketing), brand enablers (HR) and promise delivers (customer services). Favoring one department shifts the brand center of gravity resulting in an unstable state, which more equitable responsibility allocation resolves.

Suggested Citation

  • de Chernatony, Leslie & Cottam (née Drury), Susan, 2009. "Interacting contributions of different departments to brand success," Journal of Business Research, Elsevier, vol. 62(3), pages 297-304, March.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:297-304
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    References listed on IDEAS

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    Cited by:

    1. Theo Lieven & Sven Schuwirth, 2014. "Veränderung der Markeneinstellung anhand der Triade Kunde-Marke-Verkäufer," Schmalenbach Journal of Business Research, Springer, vol. 66(2), pages 147-172, March.
    2. Andreia Gabriela ANDREI & Adriana ZAIÞ, 2014. "Perceptions Of Warmth & Competence In Online Networking: An Experimental Analysis Of A Company Launch," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 13, pages 11-29, June.
    3. Elizabeth Chinomona & Tebogo Mofokeng, 2015. "The Influence Of Workplace Condition And Employee Satisfaction On Employee Commitment In South African," Journal of Social Sciences (COES&RJ-JSS), , vol. 4(1), pages 649-663, January.
    4. Blankson, Charles & Iyer, Pramod & Owusu-Frimpong, Nana & Nwankwo, Sonny & Hinson, Robert, 2020. "Positioning strategies of foreign and indigenous firms in an African cultural milieu," Journal of Business Research, Elsevier, vol. 119(C), pages 627-638.
    5. Blankson, Charles & Crawford, John C., 2012. "Impact of positioning strategies on service firm performance," Journal of Business Research, Elsevier, vol. 65(3), pages 311-316.
    6. Elizabeth Chinomona & Tebogo Mofokeng, 2015. "The influence of workplace condition and employee satisfaction on employee committee in South African Companies," Journal of Business & Management (COES&RJ-JBM), , vol. 3(2), pages 356-369, April.
    7. Lieven, Theo, 2016. "Customers' choice of a salesperson during the initial sales encounter," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 109-116.
    8. Ulrika Leijerholt & Chris Chapleo & Helen O’Sullivan, 2019. "A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 277-290, May.
    9. Saloni Pawan Diwan & B. S. Bodla, 2022. "Measuring brand positioning effectiveness of car brands using triangular approach," SN Business & Economics, Springer, vol. 2(5), pages 1-19, May.
    10. Cui, Annie Peng & Hu, Michael Y. & Griffith, David A., 2014. "What makes a brand manager effective?," Journal of Business Research, Elsevier, vol. 67(2), pages 144-150.
    11. Wallace, Elaine & de Chernatony, Leslie & Buil, Isabel, 2013. "Building bank brands: How leadership behavior influences employee commitment," Journal of Business Research, Elsevier, vol. 66(2), pages 165-171.

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