| Abstrakt: |
Framing of the research: Digitalisation has transformed strategic communication and branding. However, the current literature has not revised traditional brand-building models to reflect the opportunities presented by data and emerging technologies. Furthermore, it remains unclear how data-driven strategic communication can facilitate brand identity building. Purpose of the paper: This study aims to investigate the role of strategic communication, supported by the data-driven approach, in the process of building brand identity. The advent of the internet and industry 4.0 technologies, and the consequent consumer empowerment, calls for a re-evaluation of the traditional view of brand identity. Methodology: The study draws on Jaakkola's 'theory synthesis design'. Through the lens of the resource-based view, the data-driven approach in strategic communication and branding studies are integrated to re-examine Urde's corporate brand identity matrix. Despite its recent development, this model still suffers from a control-centric company view. Through theoretical reconceptualisation, a new framework is proposed, supported by an illustrative case study using secondary data. Findings: The theoretical framework shows that big data, as strategic resources, improve organised listening and reflective communication, impacting the building of brand identity. Data-driven strategic communication influences mission and vision (innovation orientation), culture (data-driven decision-making), competencies (data science skills), value propositions (personalised products and experiences), relationships (data-driven corporate communication) and positioning (strategic stakeholder listening). The Capital One case study, as best practice, illustrates the application of the novel theoretical framework. Research limits: The study presents the limitations of a conceptual paper built from a literature review and on a single illustrative case study that uses secondary data. Practical implications: The proposed theoretical framework could orientate top management decisions and strengthen the strategic role of communication and brand managers in brand identity building in the digital age. Thanks to strategic communication according to a data-driven logic, managers could develop new value propositions for innovative business models, improve competitive positioning and build personalised relationships. Moreover, the inclusion of data in corporate culture, as well as the synergistic co-existence of various managerial skills, facilitates performance excellence. Originality of the paper: This study proposes a rethinking of brand identity building, emphasising the data-driven approach in strategic communication. [ABSTRACT FROM AUTHOR] |
