• Organisational concepts
– positioning statements, cluster of values, vision, and risk reduction
• Relational concepts
– promises, trust and commitment, relationships, and experience with
customers and other stakeholders
• Financial perspective
– a resource or asset that creates value
– above the water line (15%)
• what is visible about the brand to the consumer i.e. the logo and name
– below the water-line (85%) are the unseen value-adding processes
Integrating the Research: Role of “the Brand”
in Co-creating Value
Consumers, Customers
& Stakeholders
INTERACTIVE EXTERNAL
‘co-creating ‘making promises’
meaning and through value
experience ’ propositions’
INTERNAL
‘enabling the fulfillment created by promises ’
Is there a Missing Fundamental Premise in
the SD Logic?
Service brands
facilitate and mediate the marketing processes used to
realise the experiences & the co-creation of value
between the organisation & its customers &
stakeholders)
provide sign systems that symbolise meaning in the
marketing network,
hence are a fundamental asset or resource that a
marketing organisation uses in developing service-based
competency and hence competitive advantage.
Quantitative and qualitative inquiry can support and inform each other.
Narratives and variable-driven analyses need to interpret and inform
each other. Realists, idealists and critical theorists can do better by
incorporating other ideas than by remaining pure. Think of it as
hybrid vigor. (Huberman & Miles 2002, p396)