The penguin’s window: Corporate brands from an open-source perspective
Leyland F. Pitt, Richard T. Watson, Pierre Berthon, Donald Wynn, George Zinkhan
Journal of the Academy of Marketing Science · 2006 · Volume 34 · Issue 2
Abstract
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 hierarchical: 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.
Keywords
brands, open source, brand typology, prosumer, brand function, brand evolution
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