Website
http://dataportal.arc.gov.au/NCGP/API/grants/DP0664943
Funding Status
Closed
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Funded Activity Summary
Sharing values and the co-creation of brands: Towards a new consumer driven branding paradigm. The project proposes a paradigm shift from traditional image building towards a full understanding and integration of consumer values into a deliberate process of co-created brand meanings. Brands thus managed can become iconic and symbolic of consumers' existing subcultures or may even define micro-cultures of consumption of their own (as in the case of Harley Davidson). Should managers understand the process by which such co-created brands develop, more Australian brand success stories (eg. Rip Curl, Penfold's Grange) would evolve and be better placed to tap the increasingly diversified sub-cultural landscape that characterises the Australian marketplace and many of our major trading partners.Funded Activity Details
Start Date: 2006
End Date: 12-2009
Funding Scheme: Discovery Projects
Funding Amount: $100,500.00
Funder: Australian Research Council
Research Topics
ANZSRC Field of Research (FoR)
Marketing And Market Research | Consumption And Everyday Life | Marketing
