BRANDING PROCESSES AND ORGANIZATIONAL DESIGN: A CASE-BASED SYSTEMS PERSPECTIVE

Sara Harrison
PwC in Wellington, New Zealand
John Davies
Victoria University of Wellington

ABSTRACT

This study reports on a strand of a case-based multi-methodological research project examining the branding process – brand creation and brand identity – within a large international recurring sports event. The study uses findings from the Sevens Wellington case study to demonstrate the benefits of a multi-methodological approach to understand the inter-relatedness of effective brand creation and underpinning organizational factors. In particular, it sheds light on the links between brand creation, organizational effectiveness and organizational variables using the perspective of viable systems thinking first proposed by Stafford Beer.

Keywords: Sports events, branding processes, organizational design, systems thinking, viable systems model