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: Paperback / softback
Length: 194 pages
Publication date: 09 January 2023
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 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 approach by formulating and elucidating the CCB approach, which conceptualizes a brand as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are generated within various conversational spaces, inhabited by both human and non-human actors. Recognizing the agency of non-human actors, hybrid agency and ventriloquism are central concepts in the CCB approach, and the role of the brand manager is to function as a practical author. The CCB approach is elucidated and supported through five chapters, each dedicated to exploring a specific aspect of CCB and illustrating theoretical points through a series of analyses (the process of brand creation, the establishment of conversational spaces, the role of materiality and macro-actors, frame games, and the brand manager as a practical author). The data utilized in these analyses originates from a case study that is employed throughout the book.

This book is intended for scholars and university students specializing in branding and organizational communication, representing a growing area of interest within the field of marketing.

Weight: 330g
Dimension: 234 x 154 x 17 (mm)
ISBN-13: 9780367504977