Understanding blockchain’s influence on brand management: the blockchain branding model

Purpose – This study aims to provide a holistic and comprehensive view of the blockchain’s contribution to the brand management process, integrating all relevant subthemes that previous studies have examined separately. Design/methodology/approach – This paper adopts a qualitative approach by using constructivist grounded theory that draws on the experience of managers who work in the agrifood industry and are involved in implementing blockchain projects for Italian quality foods. Findings – Findings allow the construction of an interpretive framework called the Blockchain Branding Model, which comprehensively interprets the interplay between blockchain and brand management. The Blockchain Branding Model comprises three levels that synthetize how blockchain intervenes in: accelerating brand enabling by providing new resources and digital assets, strengthening brand building by enriching brand identity and reinforcing brand positioning, and nurturing the brand–consumer relationship by bringing the consumer closer and tightening the bond. Originality/value – To the best of the authors’ knowledge, this is one of the first field works to explore the relationship between blockchain and branding by building a holistic model related to integrating blockchain into brand management. Results provide useful managerial implications related to strategic, operational, organizational and relational levels.