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The Penguin’s Window: Corporate Brands From an Open-Source PerspectiveSimon Fraser University, lpitt{at}sfu.ca
University of Georgia, rwatson{at}terry.uga.edu
Bentley College, pberthon{at}Bentley.edu
University of Georgia, dewynn{at}uga.edu
University of Georgia, gzinkhan{at}terry.uga.edu The open source (OS) movement allows us to re-vision corporate branding from a corporate to a coproducer perspective. Corporations own their brands and unilaterally determine their positioning and evolution. Power and control are centralized and hierarchical: producers produce brands, which customers then consume. With OS, power and control are radically decentralized and heterarchical: producers and consumers coalesce into "prosumers." The authors introduce marketers to the OS phenomenon and develop a typology of brand aspects that can be "open" or "closed": physical, textual, meaning, and experience. The authors elaborate new dimensions for brands and revisit the functions that brands perform and link these to the evolutionary trajectory of branding, arguing that OS represents a final phase in the evolution of corporate brands from closed to open brands. The article concludes with a research agenda.
Key Words: brands • open source • brand typology • prosumer • brand function • brand evolution
Journal of the Academy of Marketing Science, Vol. 34, No. 2,
115-127 (2006) This article has been cited by other articles:
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