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Co-constructing the Brand and the Product

In: Gaining Momentum Managing the Diffusion of Innovations

Author

Listed:
  • John K. Christiansen

    (Copenhagen Business School, Denmark)

  • Claus J. Varnes

    (Copenhagen Business School, Denmark)

  • Birgitte Hollensen

    (IBM A/S, Denmark)

  • Birgitte C. Blomberg

    (L'Oréal, Denmark)

Abstract

The following sections are included:IntroductionBranding and the Product Development ProcessThe Network Process PerspectiveBrandingThe Empirical StudyCase Analysis: MedicoMedico 1: non-woven fabricProblematizationDevices of interessementEnrollmentSpokespersonsMedico 2: foilProblematizationDevices of interessementEnrollmentSpokespersonsEffects on the identity prism of the Medico processesCase Analysis: WindowWindow 1: gray frameProblematizationDevices of interessementEnrollmentSpokespersonsWindow 2: diffuserProblematizationDevices of interessementEnrollmentSpokespersonsEffects on the identity prism of the Window processesDiscussionConclusionAcknowledgmentsReferences

Suggested Citation

  • John K. Christiansen & Claus J. Varnes & Birgitte Hollensen & Birgitte C. Blomberg, 2010. "Co-constructing the Brand and the Product," World Scientific Book Chapters, in: Joe Tidd (ed.), Gaining Momentum Managing the Diffusion of Innovations, chapter 5, pages 157-193, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848163553_0005
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    1. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
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    1. John K. Christiansen & Marta Gasparin & Claus Varnes & Ina Augustin, 2016. "How Complaining Customers Make Companies Listen And Influence Product Development," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(01), pages 1-31, January.

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