Management of Events Over Time:

The Paradox of Brand Continuity and Change By: Johanna Eckerbom, Julija Jadzeviciute, Annie Chingyen Yang

Management of Events Over Time: The Paradox of Brand Continuity and Change Johanna Eckerbom, Julija Jadzeviciute, Annie Chingyen Yang

Abstract Aim: The purpose of this paper is to understand how events manage change over time and the paradox of managing brand continuity while staying relevant. Method: Qualitative research based on secondary data. A multiple case study is conducted where three events are analyzed over two time periods by applying a core value framework and a corporate brand identity matrix. Findings: Each of the analyzed cases have implemented changes to their brands over different lengths of time. It could be concluded after analyzing each case that the length of time coupled with the level of change had an effect on the outcome for each event. Theoretical and Managerial Implications: A new model is developed to illustrate the relationship between the level of change and the length of time and the effect that this has on the outcome of the change for a brand. Managers can use the knowledge derived from these real-life cases to increase their understanding of what potential outcomes changes to their brand can have and how they can manage these changes. Originality/Value: The research on events and how these manage brand continuity and change over time has been lacking. A multiple case study that uses a core value framework and the corporate brand identity matrix to analyze this paradox of continuity and change therefore provides more knowledge in this field of research.

Keywords: Events, Change Management, Core Value Framework, Corporate Brand Identity Matrix, Brand Continuity

Paper type: Research Paper

Introduction 2005; Urde, 2016). While there exists a substantial amount of research on the Managing change and the paradox of challenge of change management and what staying consistent while also staying companies can do to improve these relevant is a challenge that all organizations processes (Beer & Nohria, 2000; Bruch, will eventually have to face (Kapferer, Gerber & Maier, 2005; Kapferer, 2012; 2012). Although successfully managing Todnem, 2005; Urde, 2016), less research change can be seen as an important strategic exists on how events as brands can manage skill for companies to master, researchers this challenge. It would not be uncommon state that change management often ends up when discussing brands to think about a being too complex for a lot of companies company, product, or service, in which (Beer & Nohria, 2000; Bruch, Gerber & events are only a minor part of everything Maier, 2005; Kapferer, 2012; Todnem, else that the company does. However, what about when the event is the brand? How do Keller (2006) elaborated on the brand value events as brands manage the paradox of chain as being a part of brand equity, stating continuity and change, and could an that, for the consumer-based brand equity understanding of their approach be useful approach, what audiences think and feel is for other types of brands? one of the vital factors in measuring brand The aim of this study is therefore to analyze equity. Brand attitude is considered to be events in order to understand how these one of the key factors contributing to the have managed change and staying effectiveness of events (Close, Finney, consistent while also remaining relevant Lacey & Sneath, 2006; Sneath, Finney & over time. Three different cases have been Close, 2005). In addition to brand attitude analyzed in this study, of which all can be as the mediating factor, brand experience is defined as events. The events in question crucial in affecting brand equity with are World Wrestling Entertainment cognitive views, sensation and feeling (WWE), Oktoberfest, and . (Zarantonello & Schmitt, 2013). Therefore, These cases were chosen based on their in conclusion, for an event to contribute to uniqueness since, as mentioned, there is a the growth or stability of brand equity, lack of research on events and their brand organizers should be aware of the management. In order to study the change importance of brand attitude (Keller 2006; management of these events, the following Silvers, 2009). research questions were used: Change Management ● What were the main reasons for A lot of researchers agree that change is an certain branding changes in each unavoidable reality for every company and case? brand (Beer & Nohria, 2000; Bruch, Gerber ● In what ways did the events try to & Maier, 2005; Kapferer, 2012; Todnem, stay relevant over time and to what 2005; Urde, 2016). Therefore, it can be extent did they maintain brand understood that successfully managing change is an important strategic ability for continuity? ● What outcome did these changes brands to conquer. However, research also have for each case? testifies that change management, due to its high level of complexity and demand of effort and time, pose too big a challenge for Theoretical Framework most organizations (Beer & Nohria, 2000; Bruch, Gerber & Maier, 2005; Kapferer, Events 2012; Todnem, 2005; Urde, 2016). The Events can be defined in a number of ways, main reasons behind change management one of which is that it is an occurrence made failures seem to be a reactive approach to to deliver specific messages to target change, poorly planned implementations, audiences (Wood, 2009). When brand and a disconnect between the selected values are harmonized with individual changes and the brand’s past and present needs and wants, it accelerates brands to (Bruch, Gerber & Maier, 2005; Todnem, become emotional instead of functional 2005). (Melin, 2002; Zarantonello & Schmitt, 2013). Meanwhile, the emotional added According to Kapferer (2012) a strong value will lead to stronger loyalty in the brand identity with a unique set of value creating process (Melin, 2002). associations and core values is essential for During this process, events become a vital brand continuity. He further describes how point in encouraging the target audience to certain parts of the brand can guide what participate in the marketing communication can be changed and what should not be of the brand (Zarantonello & Schmitt, changed; these are called kernel facets and 2013). peripheral facets. Kernels are the attributes of the brand that are essential to its identity A way to make the audience believe and and changes to these therefore often results appreciate a brand’s core values and the in the brand losing its meaning (Kapferer, meaning behind these values is by applying 2012). Peripheral attributes on the other rhetorical theory, using language as a form hand are those traits that are not essential to of persuasion (Braet, 1992; Flory & the brand and therefore are more flexible Iglesias, 2010; Higgins & Walker, 2012; and open to change, providing a necessary Urde, 2016). According to rhetorical opportunity for the brand to adapt and stay theory, applying different perspectives of relevant over time (Kapferer, 2012). It is arguments (called logos, ethos, and pathos) further suggested by Urde (2016), that an to communicate a brand’s core values to its adjustment of external facets surrounding audience makes it possible for the brand to the core, such as, positioning, stay relevant while also staying true to its communication, and value propositions, essential core values (Urde, 2016). The first could also enable the brand to remain perspective (logos) appeals to the relevant and up to date without losing sight audience’s reasoning by choosing of its core values (Urde, 2016). arguments based primarily on facts, the Core Value Framework and Rhetoric second perspective (ethos) involves the According to Urde (2016), the brand core is brand communicating its personality and “what it can be reduced to without losing its character in order to build trust with its fundamental meaning or its utility as a point audience, and finally, the third perspective of reference in long-term management” (pathos) involves choosing arguments that (Urde, 2016, p.26). Research on brand core appeal to the audience’s emotions (Braet, values, further states that it is important that 1992; Higgins & Walker, 2012; Urde, these values should be firmly rooted 2016). Each of these three perspectives internally in the organization, guiding its should be present, although not necessarily actions, and at the same time be perceived to equal levels, in a brand’s communication and appreciated as core values by the of its core values and promises over time brand’s stakeholders (Lencioni, 2002; since “adding, emphasising and shifting Urde, 2003; Urde, 2009; Urde, 2016). If perspectives of a brand’s core can ensure its this is not the case, it might be necessary to authenticity, relevance and differentiation change the core of the brand for this over time” (Urde, 2016). The ‘Core Value purpose (Urde, 2016). Other times a change Framework’ (Figure 1) presented by Urde of the brand core becomes appropriate, (2016) will be used in this case study in might also be due to societal changes or order to identify the development of the whenever there is a change in a competitive chosen event’s brand core values over time field (Urde, 2016). (Urde, 2016). Figure 1: Core Value Framework (Urde, 2016)

Corporate Brand Identity Matrix reason for existence, internal values and The framework ‘Corporate Brand Identity competitive advantage of the organization Matrix’ proposed by Urde (2013) “provides (Urde, 2013). The external perception and a template for management in the analysis, image that the organization is aiming to definition, coordination and building of achieve is specified by the following corporate brand identity for improved external components: ‘value proposition’, performance” (Urde, 2013, p.744). ‘relationships’ and ‘position’ (Urde, 2013). According to Urde (2013), the purpose of The components at the sides of ‘brand core’ the framework is threefold: to describe and in the middle row of the matrix, namely define corporate brand identity and align its ‘expression’ and ‘personality’, cover both components in order to create a coherent internal and external categories, explaining entity. corporate character and the brand’s visual The ‘Corporate Brand Identity Matrix’ and verbal communication (Urde, 2013). (CBIM) consists of nine elements Urde (2013) provides a list of indicative illustrated in Figure 2 (Urde, 2013). As questions as illustrated in Figure 2, that help indicated by Urde (2013), CBIM is unlike to apply the matrix and identify each of the other frameworks due to a ‘brand core’ as components. its center point connected to all the According to Greyser and Urde (2019), the surrounding elements (Greyser & Urde, components have to strengthen each other, 2016). The brand core is defined as the follow the same logic and reflect the brand brand’s promise and its core values that core. They suggest analyzing the alignment illustrate what the brand stands for (Urde, of components by using four axes, that 2013). Brand’s coherence can be evaluated divide the matrix according to different by analyzing to what extent the core reflects capabilities of organization: competition, the other elements and vice versa (Greyser communications, strategy, and interaction & Urde, 2016). All nine elements of CBIM as illustrated in Figure 3. A strong are classified into three categories. Internal connection along each axis indicates a clear components, namely ‘mission and vision’, and stable brand identity (Greyser & Urde, ‘culture’ and ‘competences’, describe the 2019). Figure 2: The Corporate Brand Identity Matrix (Urde, 2013)

Figure 3: Does Your Matrix Measure Up? (Greyser & Urde, 2019)

Methodology have managed the paradox between change and continuity in their brand management. A theoretical framework was developed in order to understand concepts surrounding Due to the explorative nature of this study, events, change management, and the a qualitative research method was chosen as analytical models that would be used in this it “involves purposeful use for describing, study. This theoretical framework would explaining, and interpreting collected data” then facilitate the analysis of the chosen (Williams, 2007, p.67). This study also cases in order to make sense of the chose a case study approach as described by approaches these have used in how they Flyvbjerg (2006), Gummesson (2005), and Zucker (2009). According to Gummesson PG Era’ (2008-2011), ‘The Reality Era’ (2005), a case study involves highly (2011-2016), and finally, ‘The New Era’ interpretive analysis of single or multiple (2016-Present) (Saini, 2018; WWE, 2012). cases in order to “arrive at specific or The specific eras that will be the focus of general conclusions about certain this specific case study will be ‘The phenomena” (Gummesson, 2005, p.322). In ’ and ‘The PG Era’ as these this study, three different cases, of which all have been noted to be almost complete can be defined as events, have been opposites and are often compared by fans of analyzed based on secondary data. The WWE in terms of which was better and events in question are World Wrestling more indicative of the core identity of Entertainment (WWE), Oktoberfest, and WWE (Hayner, 2019; Maglio, 2019; Miss Universe, and these specific cases Oestriecher, 2019a; Soucek, 2016). were chosen due to a lack of previous research. The fourth era in WWE’s history, ‘The Attitude Era’ (1996-2001), resulted from a The ‘Core Value Framework’ by Urde combination of two important factors; the (2016) was chosen due to its applicability fanbase growing older and more mature, to anything that could be defined as being a and the growing competition in the form of brand, which in this study would mean the the rival company, World Championship chosen events (Urde, 2016). The Wrestling (WCW) (Rangarajan, 2015). ‘Corporate Brand Identity Matrix’ (CBIM) These factors lead to WWE moving from (Greyser & Urde, 2019; Urde, 2013) was more family-friendly content into edgier, also chosen to analyze the events due to its sexier, and more controversial storylines holistic view of the brand core, its external with a focus on shock value and violence components and how these interact and (Rangarajan, 2015). During this era, the relate to each other. superheroes of old were replaced by more The events are first analyzed using these realistic and unconventional anti-heroes tools to identify brand identity and core like , , Dwayne values at two points in time, in the past and ‘The Rock’ Johnson, and ‘Stone Cold’ before any significant change, and then Steve Austin (Jenkins, 2012). once again after that change has taken It was ‘The Attitude Era’ that set the stage place. The purpose of this is to identify the for future developments of increasingly reasons behind the change, what effect the edgier entertainment, and the CEO himself, change had on the events’ brand core Vincent K. McMahon, introduced it in a identity and its surrounding facets, and promotion video (Mr. McMahon ushers in what the outcome was for the brands. the Attitude Era, 2014). In the video, McMahon speaks directly to the viewers, promising more innovative, contemporary, Presentation of Cases and mature content which would cater to a World Wrestling Entertainment (WWE) more mature and intelligent audience, WWE has had a long history, reaching as pointing to the increased violence and far back as the 1950s, and within this content of a sexual nature that was about to timeline eight different eras can be become the new norm (Mr. McMahon identified (Saini, 2018; WWE, 2012). ushers in the Attitude Era, 2014). In the These are the ‘80s Boom’ (1982-1985), same video, McMahon also mentions how ‘The Dawn of WrestleMania’ (1985-1990), the company’s longevity has been possible ‘The New Generation’ (1990-1996), ‘The due to its willingness to adapt to the times, Attitude Era’ (1996-2001), ‘The Postwar implying there was now a call for this new Era’ (2001-2005), also called ‘The Ruthless era of wrestling entertainment, which Aggression Era’ (2002-2008) by fans, ‘The WWE would gladly provide (Mr. McMahon ushers in the Attitude Era, company itself, this era is also heavily 2014). These changes to the WWE brand criticized for ignoring the hardcore fans of proved a major success, with ratings old and for not being innovative enough in skyrocketing, and even today, most the content it puts out (Podgorski, 2017). hardcore fans fondly look back on ‘The Oktoberfest Attitude Era’ as one of the greatest, if not Oktoberfest, which has its origins in the the greatest, time period in WWE history 19th century, has become one of the best- (Jenkins, 2012). known festivals in , held annually This era certainly became a success, but in Munich, Germany (Bayerischer nevertheless it was a product of its time, Rundfunk, 2010). The event has which meant that as times change, so did experienced certain changes over the last WWE. The following era that perhaps two centuries. In 1810, around 40 000 contrasts ‘The Attitude Era’ the most would citizens of Munich were invited to celebrate be ‘The PG Era’, which set off some major a royal wedding of Bavarian crown prince changes resulting in what WWE has Ludwig I and Saxon princess Therese eventually become today (Podgorski, (Hatic, 2018). The celebration turned into a 2017). With ‘The PG Era’ WWE made a rich feast, provided by the royal family, complete turn in 2008 towards a PG-rating which lasted several days (Bayerischer by swapping out the ultraviolence and the Rundfunk, 2010). It included procession of sexual content for a much more family- children wearing the traditional attire from friendly tone (Podgorski, 2017). various regions in Bavaria and horse racing According to Podgorski (2017), the drastic as a closing ceremony (Bayerischer changes put in place were caused by four Rundfunk, 2010; oktoberfest.net, n.d.b). different factors. First, he mentions that The celebration was held one year after WWE wanted to attract more sponsors who Tyrolean Rebellion in order to strengthen demanded stable investments. Second, he solidarity in the region (Hatic, 2018; Bayerischer Rundfunk, 2010). In 1811 the states that an attitudinal change in society from celebrating edginess to expecting horse races were supplemented by an political correctness, and young fans being agricultural fair that promoted agriculture the largest consumers of merchandise, lead and Bavarian economy and since then to WWE broadening its customer base and Oktoberfest became a recurring event how it catered to its audience. Third, he (muenchen.de, 2019; oktoberfest.net, further explains how the violence and lack n.d.b). Due to rebellions and the of safety that was the norm during ‘The Napoleonic wars at that time the event Attitude Era’ had led to numerous wrestler meant a symbol of unity, stability, injuries and even deaths, resulting in WWE independence, and prosperity (Dawson, removing many of the more violent 2019; oktoberfest-besuch.de, n.d.). wrestling moves in order to increase safety The main elements of Oktoberfest as it is both inside and outside the ring to avoid known today were introduced in the 19th legal consequences. Finally, it is speculated century, including carnival and food by Podgorski (2017) that WWE went PG in booths, swings and a carousel (oktoberfest- order to facilitate Vincent K. McMahon’s besuch.de, n.d.; oktoberfest.net, n.d.b). wife Linda McMahon’s run for the Senate, Along with electricity, the festival which eventually proved a failure anyway. experience was further enriched by new While it can be argued that ‘The PG Era’ rides, attractions and magic shows meant more inclusivity and diversity in (Bayerischer Rundfunk, 2010; terms of WWE’s audience and performers, oktoberfest.net, n.d.b). The parade, which a safer environment for its wrestlers, and was in the first edition of Oktoberfest, was continuing success on a wider scale for the resumed from 1887 and became a traditional opening of the festival 2018; oktoberfest.de, 2019c). In order to (oktoberfest.net, n.d.b). Beer tents, keep the event attractive to families and considered an essential part of today’s elderly, a ‘Quiet Oktoberfest’ was festival, appeared at the end of the century introduced in 2005 which limited the noise (oktoberfest.net, n.d.b.). level before 6pm (oktoberfest.de, 2019c; Although Oktoberfest was not considered a oktoberfest.net, n.d.b). Oktoberfest is also beer festival at that time and certain seen as gay-friendly, dedicating the first drinking songs were forbidden, the Sunday for the LGBT community consumption of beer was growing and (oktoberfest.net, n.d.c). The 200th reached 120,000 liters on the 100th anniversary of Oktoberfest was celebrated anniversary in 1910 (Bayerischer by reviving the atmosphere of the 19th Rundfunk, 2010; oktoberfest.net, n.d.b). century, including horse races and Due to adverse circumstances and wars, the agricultural shows (oktoberfest.de, 2019c; Oktoberfest was cancelled, but flourished oktoberfest.net, n.d.b). The historic again in 1950-1960 (oktoberfest.net, n.d.b). Oktoberfest named ‘Oide Wiesn’ reached Lederhosen and dirndl were named the such popularity that it has been held every official costumes of the Oktoberfest as an four years since then (oktoberfest.de, attempt to promote Bavarian culture (Hatic, 2019c). In response to the changing food 2018). At the end of the century the event preferences, Oktoberfest offered vegan was prolonged in response to German alternatives for participants in 2013 (Heine, reunification (Dawson, 2019; 2013; oktoberfest.de, 2019d). In the review oktoberfest.net, n.d.a). of the latest Oktoberfest, Clemens Baumgärtner (cited in oktoberfest.de, Oktoberfest has developed into a 2019b) stresses the relaxed, peaceful and worldwide phenomenon and according to feel-good mood of the festival with the Alcacer (cited in Harvard Business School, motto ‘loved and lived’ and adds that “it 2016) can be seen as a global brand with was a peaceful Wiesn with a relaxed many copycats all around the world audience that accepted our offers very well (Harvard Business School, 2016). There are … the Wiesn was rediscovered as a two main reasons, why Oktoberfest complete work of art ... the interplay copycats are present: they are either a way between Oide Wiesn and Wiesn was to preserve the heritage for German excellent” (Clemens Baumgärtner cited in expatriates or an occasion to have a oktoberfest.de, 2019b). The growing traditional German experience for number of children and families, foreigners in different countries (Harvard multicultural visitors as well as the quality Business School, 2016). The modern of the event is highlighted in the official Oktoberfest has kept the tradition of the review (oktoberfest.de, 2019b). colorful parade, demonstrating carriages and a variety of Bavarian costumes (Bridge, ). Among the attractions there is a Miss Universe is one of the events that great selection of rides, booths and game belong to the Miss Universe Organization stands, 14 big beer and food tents, live (Miss Universe, 2019). The first beauty concerts, and dances (oktoberfest.de, pageant was held in 1952 in California, US, 2019a). Visitors are surrounded by where the event was originally organized traditional Bavarian music and folk dances by swimsuit manufacturers and gradually in different tents (Bridge, 2018). The main developed into an international competition attribute of the festival is beer with around event (Miss Universe, 2019). One of the seven million liters consumed each year main characteristics of the event is the and the mayor of Munich traditionally taps swimsuit session (Zimmerman, 2018). the first barrel on the first day (Bridge, After the winner of Miss America in 1952 refused to wear a swimsuit, the company decided to separate the pageant and named representatives’ facial characteristics with the one which included the swimsuit past winners of Miss Universe, the majority section Miss Universe (Stoeltje, 2007; of Miss Universe winners have neoclassical Shaw & Willett, 2018). Although feminism styled face (Burusapat & Lekdaeng, 2019; advocates brought up their concern with the Jang, Bayome, Park, Park, Moon & Kook, swimsuit session in Miss Universe, Miss 2017). Miss has characteristics of Universe has insisted on claiming that the smaller oral width, a longer face and a bikini catwalk is a necessary part to lower facial height (Burusapat & Lekdaeng, evaluate the confidence of contestants 2019; Jang et.al, 2017). (Miss Universe, 2019). Some argue that When comparing the past Miss Universe confidence can be evaluated in various winners, we can however also see a change ways as wearing a swimsuit is more of beauty standard throughout the decades showing of physical feminine (Burusapat & Lekdaeng, 2019). This is characteristics (Zimmerman, 2018). In influenced by the black beauty campaign 2018, there was a dramatic change in the that took place in American universities, Miss America event, which is a part of the and migrants from other countries, such as Miss Universe Organization, where they Asian and South American people have decided to remove the requirement of moved into the US where these and Native wearing swimsuits from the competition American groups are formulating local (Haag & Buckley, 2018). Although the beauty contests (Craig, 2002; Wu, 1997). Miss Universe pageant has not changed its This has assisted in evolving societies’ swimsuit wearing rules, it has tried to adapt beauty standards along with other factors, to different perspectives, for example, in such as black pride throughout the 1960s 2017 Miss UK refused to wear a swimsuit and up to the with black Americans since it went against her religious identity getting active in politics, and the music and (Whimn, 2017). Although Miss Universe dance industry (Craig, 2002). In relation to did not remove their swimsuit requirement, the Miss Universe contest, the number of they did allow the contestant to wear a non-Caucasian winners has increased in caftan instead of a bikini (Whimn, 2017). recent decades with Miss , Miss Facial beauty evaluation is another main , and Miss being point of the Miss Universe competition. the top three countries to become winners According to Burusapat and Lekdaeng (Miss Universe, 2019). (2019), beauty standards are based on facial According to statistics, participants’ height proportions, and the modern facial has increased every year and the body shape proportion standards are different from the is also getting thinner (Willett, 2016). past. (Burusapat & Lekdaeng, 2019). There However, the advocacy of the body are different face proportion standards for neutrality movement has also affected the different ethnicities, however it is stated values of the Miss Universe contest that a neoclassical style face has been (Kessel, 2018; Miss Universe, 2019). The preferred since the time of artists such as body neutrality movement is mainly Bergmuller and Leonardo da Vinci characterized by the importance of loving (Burusapat & Lekdaeng, 2019). This yourself no matter what the color of your neoclassical canon evolved into the style skin is, what size your body is, or what we prefer today, and it is also seen as the gender you identify as (Kessel, 2018). This golden ratios of the face (Alam, Noor, movement has garnered further strength Basri, Yew & Wen, 2015). Importantly, from several actresses such as Stephanie neoclassical facial proportions are mostly Yeboah, who advocate that ”fat people characterized on Caucasian people (Alam don’t have eating disorders; if they did, they et. al, 2015). This can be reflected when wouldn’t be fat” (Stephanie Yeboah cited in research compared Kessel, 2018). Reflecting on the Miss stating that change is an unavoidable reality Universe pageant today, we can see that the for any company (Beer & Nohria, 2000; event has had to make some changes to stay Bruch, Gerber & Maier, 2005; Kapferer, up to date with society’s changing values 2012; Todnem, 2005; Urde, 2016). and standards (Kapferer, 2012; Oswald, However, could it be that WWE’s changes 2017). It can be seen from the employment have been too drastic? The following core of co-host Ashley Graham who advocates value frameworks and corporate brand for the beauty of curvy girls and with the identity matrices (CBIM) (Figure 4; Figure first ever transgender participant Miss 5) can be established based on an Spain who appeared on the Miss Universe interpretation of the previous presentation stage in 2018 (Burusapat & Lekdaeng, of WWE and the communication 2019; Zimmerman, 2018; Oswald, 2017). approaches of the eras in question (Epic WWE PG Era Promos (2010 – 2013), 2018; Deeter‐Schmelz & Sojka, 2004; Mr. Analysis and Discussion of Cases McMahon ushers in the Attitude Era, 2014; World Wrestling Entertainment (WWE) WWE '13 Attitude Era - Video Archive Part Based on the information presented on ‘The 1, 2012; WWE: Charity Outside the Ring, Attitude Era’ and ‘The PG Era’ in the 2009; WWE SummerSlam 2008, 2008; previous section, WWE has not been afraid WWF Attitude era promo, 2008; WWF to implement drastic change in order to stay Intro | (1997), 2018; WWF War Zone! | relevant, which is in line with research Intro (1997-1998), 2017):

Figure 4: ‘The Attitude Era’ (1996-2001)

Figure 5: ‘The PG Era’ (2008-2011)

As can be seen in the above figures, a lot adult male audience, into producing family- changed between ‘The Attitude Era’ and friendly content to inspire children and ‘The PG Era’. It can be argued, based on attract a wider audience seem to have these drastic changes, that some of WWE’s alienated a great part of the brand’s core values that it had in ‘The Attitude Era’ hardcore fanbase that preferred the former no longer existed in the ‘The PG Era’. angle (Oz, 2012). Many have also criticized WWE’s goal to provide quality WWE’s PG turn for resulting in repetitive entertainment for its audience seem to and uneventful storylines due to that the remain the same, but other core values, such company no longer dares to be as ‘Creativity’ and ‘Unique Experience’, unpredictable and its boundaries like it have been replaced by ‘Inspirational’ and did in the past (Oz, 2012). It has further ‘Family-Friendly’. Despite Kapferer (2012) been noted that ever since WWE made the stating the importance of brand continuity strategic choice to go PG, their viewer over time in core values, WWE’s drastic ratings began declining and have never change of its core values could possibly be fully recovered (Oestriecher, 2019a; explained by the inevitable PR scandal Oestriecher, 2019b). looming over the company due to its By providing increased safety measures for increasing number of injured wrestlers, professional wrestlers through the removal coupled with a societal change in attitude of dangerous props and moves, ‘The PG towards political correctness (Podgorski, Era’ paved the way for a more inclusive 2017). As mentioned by Urde (2016), roster and diverse audience (Podgorski, factors such as changes in society and 2017). However, the alienation of the changes affecting a brand’s competitive brand’s hardcore, and arguably most loyal, may justify replacing current core fanbase along with a drop in unique content values with new ones in order for the brand (Honorato, 2018; Oz, 2012) have no doubt to stay in the game. had a negative effect on WWE’s brand However, WWE’s sudden turn from gritty equity (Close, Finney, Lacey & Sneath, violence and catering primarily to a young 2006; Keller, 2006; Sneath, Finney & Close, 2005). This negative attitude threat of war and pursuit of independence towards the brand has made itself known in the 19th century, while the unification of both in WWE’s declining viewer ratings the nation is manifested and felt by and online, and despite its best efforts to celebrating the cultural heritage in the 21st stay contemporary, WWE seems to have century. The change is reflected in the axis caused a disconnect between what it wants of strategy of the CBIM, where possibility to be and what the fans expect it to be for cultural expression, peaceful gathering (Urde, 2016). and strength of economy are the key WWE is however fully aware of this and elements in the 19th century, while seems to have set plans in motion to once heritage, quality and feeling-good aspect again turn itself around, with the company are stressed more nowadays. The change hinting at adopting some edgier content to could be seen as a natural consequence of win back its lost hardcore audience before the country’s development in terms of they become seduced by WWE’s up and absent military conflicts and well-being, coming new rival which encouraged the perception of (AEW) (Maglio, 2019). However, CEO independence as a matter of course and Vincent K. McMahon swiftly rebuffed therefore quality as well as a feeling-good rumors suggesting the company would atmosphere increased in value completely abandon its PG programming to (oktoberfest.de, 2019b). However, national fully go back to ‘The Attitude Era’, and culture as a unifying phenomenon remains went as far as stating that “We’re not gonna relevant and important (Harvard Business go back to that gory crap that we graduated School, 2016). from,” (McMahon cited in Maglio, 2019). The axis of competition shows that a sense Only time will tell if WWE succeeds in its of belonging, freedom and richness are not mission to strike a balance between its among the competitive propositions in the family-friendly image and its former 21st century which can also be explained by groundbreaking, edgier content in order to increased standard of living and tendency win back its once loyal hardcore fans and of individualism (Hofstede Insights, 2019). improve its ratings. It is however clear that Quality beer, an international and social the dilemma faced by many brands atmosphere create the competitive concerning the management of advantage in the modern Oktoberfest simultaneous change and continuity is true instead. The change is also visible when even for an event-based company like comparing the centuries from the logos WWE (Beer & Nohria, 2000; Bruch, perspective. On the other hand, the Gerber & Maier, 2005; Kapferer, 2012; entertainment and traditional aspect has Todnem, 2005; Urde, 2016). been preserved over time. Oktoberfest Interaction in the past in terms of In this section the change and its outcome relationship and culture can be described as of the Oktoberfest will be illustrated and open and sharing because it was a way for explained by applying the ‘Core Value nobility to show solidarity with the citizens Framework’ (Urde, 2016) and the by celebrating together and providing ‘Corporate Brand Identity Matrix’ (CBIM) goods (Bayerischer Rundfunk, 2010). (Greyser & Urde, 2019; Urde 2013) based Oktoberfest has remained welcoming and on the event description over time. As is open but in a broader sense. It is no longer clear from the applied frameworks (Figure meant to satisfy exclusively locals, but also 6; Figure 7), the unity has been kept as a international visitors. Furthermore, the core value over the long history of event shows understanding to families, Oktoberfest. However, the need of unity elderly and gays and in this way reinforces seemed to have been more related to the openness. The change was influenced by democratic government as well as technical Oktoberfest has remained open, social and progress, which led to a higher degree of kept the elements of unity, entertainment equality and internationalization nowadays and tradition as part of its identity over (Kos-Łabędowicz, 2013; European time. By reviving the original atmosphere Commission, 2012). of the event every four years, Oktoberfest Communication and ethos of the event was maintains a connection between past and also affected by these factors. The meaning present, which is considered important for of national pride and wealth demonstration successful change management (Bruch, was stronger in the past which was replaced Gerber & Maier, 2005; Todnem, 2005). by expressing the relaxed attitude and The adjustments of the event were friendliness to different groups of people unavoidable and necessary in response to today. However, social and fun features of societal and historical development the event as part of pathos have remained (Kapferer, 2012). However, the change relevant throughout time, because they are results in a positive outcome and the appealing to people as social beings number of visitors from Germany and all regardless of circumstances. over the world keeps growing (The German Way & More, 2019; oktoberfest.de, In conclusion, despite certain changes in 2019b). amusement options and associations,

Figure 6: Oktoberfest in the 19th century

Figure 7: Oktoberfest in the 21st century

Miss Universe As mentioned in the theoretical framework, Based on the core value framework and brand attitude is one of the most important matrix analysis of the past (Figure 8) and mediators in event management along with present (Figure 9) Miss Universe pageant, brand experience, which is composed of it was found that changes in global society different sensations such as behavior, and has created different expectations from the intellectual and affective bonding general public toward the Miss Universe (Nayeem, Murshed & Dwivedi, 2019). It is event. Although the event possesses stated that brand experience is constantly continuity, it has also experienced some changing as everyone might hold different changes (Miss Universe, 2019). It has been perceptions toward the same events argued that, while continuity is important in (Zarantonello and Schmitt, 2013). the paradox of corporate branding change However, if the brand experience is not management, factors such as culture and managed properly, the credibility of the politics are changing constantly, and if the brand and audience’s brand attitude could brand does not adapt to these changes, it be severely affected (Nayeem, Murshed & will only repeat the past and will most Dwivedi, 2019; Zarantonello & Schmitt, likely lose its value and support from its 2013). Reflecting on the core value audiences due to its lack of relevance framework presented by Urde (2016), Miss (Kapferer, 2012). Universe strengthens their core message of ‘honoring your country’ by extending it to successful vertical interaction line ‘honoring your country and empowering according to the corporate brand identity women all around the world together’ (Miss matrix (Urde, 2013; Whimn, 2017). Universe, 2019; Urde, 2016). However, to Furthermore, 2012 was the year that trans avoid controversial and complex political women were announced to be acceptable issues that could affect the brand’s vision of participants in the Miss Universe pageant creating friendships, they regulate (Duke, 2012; Zimmerman, 2018). This contestants from certain countries, such as decision was a revolutionary breakthrough Miss and Israel to avoid these since past events enforced traditional from taking pictures together and posting medical and legal definitions of women online in order to avoid possible negative (Burusapat and Lekdaeng, 2019). It can be reaction from the public (Chaar, 2019; argued here that Miss Universe does keep Nayeem, Murshed & Dwivedi, 2019). its kernel trait of beautiful women honoring It is difficult to imagine almost 60 years ago their country by extending the peripheral in a time when gender equality and traits of what defines a woman further to feminism were not widely initiated and include different types of women accepted as today, that the simple rejection (Kapferer, 2012; Miss Universe, 2019). of wearing a swimsuit caused the dramatic Miss Universe has shown that it is willing change of an event’s name (Shaw & to release some of its older peripheral Willett, 2018). In recent years, the growth values in order to fit with the changes in the of globalization such as the development of world as some values such as neoclassical technology, public becomes able to absorb face style, definition of women, women’s new concepts or knowledge easily, where body shape, and their ethnicity are no Miss Universe needs to cope with diversity longer based on only one standard in and empowering women, how to balance today’s society (Kapferer, 2012; Miss the old swimsuit culture of the event and Universe, 2019). These changes can also maintain its relationship with fans and the relate to the focus on emotional added value public becomes important issues to be that Miss universe tries to develop by managed (Fang, 2010; Miss Universe, listening to their audiences’ expectations 2019). Miss Universe’s fans now come (Melin, 2002). Related to statistics, the from different countries all over the globe viewers of Miss Universe from 2017 to and are mainly supporting the contestant 2018 has increased from 2.9 million to 4.4 that represents their country and culture million (Bundel, 2018). Therefore, it is (Shaw & Willett, 2018). Therefore, the assumed that Miss Universe pageant choice to show tolerance by respecting showcases an ability to reflect on global Miss UK’s Muslim background by values by implementing these changes to allowing her to not wear a bikini but instead stay competitive and relevant (Kapferer, wear a caftan swimsuit helps to build the 2012).

Figure 8: Miss Universe in the past

Figure 9: Miss Universe nowadays

Conclusion this study through the chosen case analysis method. The purpose of this study was to use the ‘Core Value Framework’ (Urde, 2016) and As the case analysis show, each of the the ‘Corporate Brand Identity Matrix’ events had to change in response to the (CBIM) (Greyser & Urde, 2019; Urde global trends in terms of 2013) to analyze how events as brands have internationalization and increased value of managed change through time in order to friendly competition by embracing stay relevant. The research questions diversity and equality. This supports the concerning what changes took place, why claim by Urde (2016), that factors such as these changes happened and how they societal changes and changes affecting a affected the events have been answered in brand’s competitive edge may justify replacing current core values with new ones in order for the brand to stay relevant. outcome for the brand as it is considered a However, each event incorporated their more natural development. Furthermore, if changes over different lengths of time, with a brand is reluctant to changing its core the Oktoberfest introducing changes over despite changing circumstances and two centuries, the Miss Universe pageant changes in customers’ preferences over over several decades, and WWE over only time, it may face a risk of losing relevance. 10 years. These different approaches to The following model (Figure 10) have been change have substantially affected the developed to illustrate these findings: outcome in each of the cases, with the Oktoberfest and the Miss Universe having experienced a more positive outcome than WWE. The reason behind WWE’s declining viewer ratings could be attributed to the drastic changes they implemented over a short time period which neglected fans’ expectations. In contrast, the Oktoberfest and the Miss Universe have maintained a connection between their past and present by introducing incremental changes that followed overall changes in society. However, WWE seem to have understood their mistake since they are preparing to reconnect with their lost audience by reintroducing some aspects from their successful past and reshape these to fit their current modern identity. Theoretical and Managerial Implications It can be concluded that this study contributes to the existing research as it provides a unique way of analyzing specific events and their management over time, namely WWE, Oktoberfest, and Miss Universe, by using the ‘Core Value Framework’ (Urde, 2016) and the ‘Corporate Brand Identity Matrix’ (CBIM) (Greyser & Urde, 2019). The main contribution is that the study shows that customers’ acceptance of changes to a brand’s core is affected by time and the level of change in terms of core and peripheral values. If a change of the core values of the brand has occurred over a shorter period of time, the chance that this change will be accepted by the brand’s customers is very low due to the risk of inconsistency and loss of continuity as is shown with the case of WWE. If a change of the brand’s core values instead happens over a longer period of time, the analysis shows that the change has a more positive Figure 10: Relationship between Brand Continuity and Change over Time

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