Celling The Concept: A Study of Managerial Brand Mindsharing of A Distributed Biobanking Research Infrastructure

Figures & data

Figure 1. Four-stage process of branding and mindshare building. Mindsharing must occur through all stages in order to be fully achieved. Synthetisation of Aaker (1996), Azevedo (2005) and Holt (2004).

Table 1. List of respondents representing different functions in establishing the BBMRI.se Research Infrastructure. The respondents known under the fictitious names “Jon-Derek” and “Hans” were contacted to participate in this study but either declined or refused to respond.

	Gender	Academic Credentials	Position
Respondent
“Joachim”	M	Professor of Infection Epidemiology (Prev. professor of Virology)	BBMRI.se Director, Co-founder. Leader of multiple work packages
“Georg”	M	Professor of Nutrition Science & specialist in Clinical Pathology	Co-founder, work package leader
“Rolph”	M	Professor of Molecular Medicine	Work package leader, inventor and multiple medical patent-holder
“Matt”	M	Ph.D. in antibiotic resistance in hospital bacteria	Biobank Executive Director, work package leader
“Maarten”	M	Ph.D. in Medical Epidemiology and Biostatistics	BBMRI.se work package leader, Project coordinator
“Annie”	F	Ph.D. in Medical Genetics	BBMRI.se Deputy-Director, Biobank Director, work package leader
“Sophia”	F	Ph.D. in Medical Epidemiology	President of NBR (Swedish National Biobank Council), affiliated to Uppsala University
“June”	F	Professor of Biostatistics	Secretary general for Research Infrastructures at the Swedish Research Council. External actor
“Nena”	F	Professor of Cardiology	Chairman of the board in SBU (Swedish Agency for Health Technology Assessment and Assessment of Social Services). External actor
Non-Respondents
“Jon-Derek” (Declined participation)	M	Professor of Epidemiology	Former BBMRI.se Director, Co-founder, work package leader
“Hans” (No response)	M	Professor of Biomedical Ethics	BBMRI.se work package leader

Figure 2. Chart depicting the synthetisation of the respondent’s view into different themes.

Aaker, D. A. (1996). Building strong brands. New York, NY: Free Press.

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Azevedo, A. (2005). Cities as brands: The role of communication strategy in place marketing context. In SOPCOM 2005: 4° Congresso da Associação Portuguesa de Ciências da Comunicação conference. Aveiro, Portugal.

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Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Boston, MA: Harvard Business School Press.

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