The Brand Flux Model - The Impact of Disruption on the Corporate Brand

Robert L. Williams Jr., Maktoba Omar

Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review


This paper presents an understanding of the Brand Flux Model via case studies of service organizations that after numerous attempts to deal with environmental pressures by various forms of rebranding or repositioning made the decision to radically rename. Given the importance of a corporate brand, and the significance of the name to the brand, the study specifically explores why these organizations decided to change their names. As technology increasingly generates vast amounts of marketing data from scanners, Facebook, Twitter, etc. the inability to synthesize this data stream has the potential to become a disruptive factor to an organization’s strategic plans, and puts a premium on the ability to rapidly adapt to today’s dynamic business environment. This paper describes the Brand Flux Model, which illustrates brand management actions an organization can pursue in response to the pressures brought on by this wave of marketing information. To the extent an organization can successfully manage the brand within the Brand Flux Model, the extremes of renaming or retirement of the organization brand is not necessary. But this recent wave of instantaneous marketing information flow and nearly instantaneous consumer awareness of issues affecting the organization brand has reduced the luxury of brand management deliberation.
Original languageEnglish
Title of host publication Proceedings of Academy of Marketing – Catching the Technology wave
PublisherAcademy of Marketing
Number of pages7
ISBN (Print) 9780854329472
Publication statusPublished - 2 Jul 2012
Externally publishedYes
EventAcademy of Marketing Conference 2012: Marketing: catching the technology wave - Southampton, United Kingdom
Duration: 2 Jul 20125 Jul 2012


ConferenceAcademy of Marketing Conference 2012
Country/TerritoryUnited Kingdom
Internet address


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