Teaching loss of brand control to engineering entrepreneurship students through analogical mapping

Abstract

The advent of the digital environment is leading to ongoing removal of the brand from the sphere of corporate control. Applying analogical mapping derived from Gentner's theory, this conceptual paper proposes an interdisciplinary analogy to learn about loss of brand control, aligning the dynamics of branding with planetary dynamics. This analogy based on Newtonian physics provides insight into the loss of brand control caused by managerial inadequacy and stakeholder empowerment. The paper is one of the first to propose analogical mapping as a teaching-learning tool for brand management teaching in entrepreneurship education. The use of the analogy about loss of brand control holds the potential to assist engineering scholars who teach entrepreneurship in providing their students with valuable insights into the contemporary dynamics of brand management. By providing a deeper understanding of these dynamics, scholars can orient their students towards adopting open, flexible, and participatory approaches to management, as well as a more humble and transparent leadership style. This conceptual paper views the widespread use of analogy within entrepreneurship programs as a driver that could lead to a change in the business model, stimulating the development of required managerial mindsets and skills.