Management of Events Over Time: The Paradox of Brand Continuity and Change

University essay from Lunds universitet/Företagsekonomiska institutionen

Abstract: Aim: The purpose of this paper is to understand how events manage change over time and the paradox of managing brand continuity while staying relevant. Method: Qualitative research based on secondary data. A multiple case study is conducted where three events are analyzed over two time periods by applying a core value framework and a corporate brand identity matrix. Findings: Each of the analyzed cases have implemented changes to their brands over different lengths of time. It could be concluded after analyzing each case that the length of time coupled with the level of change had an effect on the outcome for each event. Theoretical and Managerial Implications: A new model is developed to illustrate the relationship between the level of change and the length of time and the effect that this has on the outcome of the change for a brand. Managers can use the knowledge derived from these real-life cases to increase their understanding of what potential outcomes changes to their brand can have and how they can manage these changes. Originality/Value: The research on events and how these manage brand continuity and change over time has been lacking. A multiple case study that uses a core value framework and the corporate brand identity matrix to analyze this paradox of continuity and change therefore provides more knowledge in this field of research.

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