Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands

This book provides a new theoretical approach to branding, called the Communication as Constitutive of Brands (CCB) approach, which combines insights from the CCO (Communication as Constitutive of Organization) perspective with branding literature. It conceptualizes a brand as a discursive brand space grounded in a performative and interactional ontology, produced in conversational spaces inhabited by both human and non-human actors. The author outlines the evolution of corporate branding theory and develops the CCB approach, with the brand manager functioning as a practical author. The book is written for scholars and university students in branding and organizational communication and represents a developing area of interest in marketing.

Format: Hardback
Length: 194 pages
Publication date: 21 July 2021
Publisher: Taylor & Francis Ltd

This book presents a novel theoretical framework for branding, known as the Communication as Constitutive of Brands (CCB) approach. This approach integrates insights from the Communication as Constitutive of Organization (CCO) perspective with the existing branding literature. The author traces the evolution of corporate branding theory, moving from an identity-based approach rooted in signaling theory to a recognition of brands as co-created by multiple stakeholders. She then develops and expands the latter perspective by introducing the CCB approach, which conceptualizes a brand as a discursive brand space grounded in a performative and interactional ontology. Brand discourses emerge within various conversational spaces, inhabited by both human and non-human actors. Recognizing the agency of non-human actors, the CCB approach emphasizes hybrid agency and ventriloquism. Furthermore, the role of the brand manager is defined as that of a practical author, responsible for shaping and guiding brand discourses.

The CCB approach is elucidated and supported through five chapters, each dedicated to exploring a specific aspect of CCB and illustrating the theoretical concepts through a series of analyses. These analyses draw upon a case study that is utilized throughout the book. This book is intended for scholars and university students specializing in branding and organizational communication. It represents a growing area of interest within the field of marketing.

Weight: 458g
Dimension: 160 x 243 x 18 (mm)
ISBN-13: 9780367504892