IDEAS home Printed from https://ideas.repec.org/a/wsi/ijimxx/v13y2009i03ns1363919609002327.html
   My bibliography  Save this article

Co-Constructing The Brand And The Product

Author

Listed:
  • JOHN K. CHRISTIANSEN

    (Department of Operations Management, Copenhagen Business School, Denmark)

  • CLAUS J. VARNES

    (Department of Operations Management, Copenhagen Business School, Denmark)

  • BIRGITTE HOLLENSEN

    (IBM A/S, Lynglyveg 2, DK-2100 Copenhagen Enst, Denmark)

  • BIRGITTE C. BLOMBERG

    (L'ORÉAL Denmark AS, Stationsparken 37, DK 2600 Glostrup, Denmark)

Abstract

How do brand and product development processes interact? How do brands and branding strategies influence product development? Moreover, does a branding strategy facilitate or impede the development process? So far, research on product development has focused on the development of new products and services, whereas research on marketing and especially branding has emphasized what types of line extensions to create rather than on how to integrate brands and product development processes.The present models of the product development process mostly distinguish between the process of innovation and that which follows, and also distinguish between the company as a sender and the user as a receiver of the communicated values. In the present study we suggest an alternative understanding of the innovation process: A network process perspective (NPP) as derived from the actor network theory (ANT), is used to explore the co-created relationship between the new product development process and branding.The network process perspective is used to analyse and understand the innovation process and represents a constructivist theory that departs from an ontological assumption that the 'world' is the relations and networks among heterogeneous human and non-human actors and that these networks are not per se stable, but are created, negotiated and dynamic. This theory is especially suitable for comprehending 'branding' where the 'ing' underscores the dynamic nature of this concept and to explore the dynamics in innovation.The empirical analysis identified four incidents as critical to the co-construction of the product and the brand in two companies. The effects are measured using the framework provided by Kapferer. The present analysis indicates that branding and innovation processes are interrelated in more subtle and complex ways than indicated in prior research on the subject. It further shows that even with well-organized marketing departments, consistent branding strategies and skilled project managers, the product development process is not easily managed. The brand and the branding strategies are non-human actors among other actors in the process, and it requires skill, persistence and energy if the 'brand' wants to become an influential 'actor'. Sometimes, the processes may even be reversed.

Suggested Citation

  • John K. Christiansen & Claus J. Varnes & Birgitte Hollensen & Birgitte C. Blomberg, 2009. "Co-Constructing The Brand And The Product," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 13(03), pages 319-348.
    • Handle: RePEc:wsi:ijimxx:v:13:y:2009:i:03:n:s1363919609002327
    DOI: 10.1142/S1363919609002327
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S1363919609002327
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S1363919609002327?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to look for a different version below or search for a different version of it.

    Other versions of this item:

    References listed on IDEAS

    as
    1. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
    2. Shakiba Ghadir Jamal Abad & Jalali Seyed Hossein, 2013. "Conceptualization Of Customer Based Brand Equity In Financial Service Sector," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 8(1), pages 123-133, April.
    3. DelVecchio, Pasquale & Ndou, Valentina & Sadguy, Nezha, 2008. "Brand-Based Competition in the Agri-Food Sector: Evidences from Italian SMEs," 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria 49890, European Association of Agricultural Economists.
    4. Elvira Tabaku & Mirela Zerellari (Mersini), 2015. "Brand Loyalty And Loyalty Programs; A Literature Review," Romanian Economic Business Review, Romanian-American University, vol. 10(2), pages 71-86, June.
    5. Catherine Janssen & Joëlle Vanhamme & Adam Lindgreen & Cécile Lefebvre, 2014. "The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 119(1), pages 45-57, January.
    6. repec:dau:papers:123456789/2386 is not listed on IDEAS
    7. Fabiana Mariutti & Ralph Tench, 2015. "Are we talking the Same Language? Challenging Complexity in Country Brand Models," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(1), pages 49-62, January.
    8. Elisa Arrigo, 2011. "Fashion, Luxury and Design: Store Brand Management and Global Cities Identity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .
    9. Ela Golemi, 2015. "Excessive Credit Growth - An Early Indicator of Financial Instability," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 1, May - Aug.
    10. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
    11. Nathalie Veg-Sala & Angy Geerts, 2012. "Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie," Post-Print hal-01532822, HAL.
    12. Mohammad Shariq & Bilal Mustafa Khan & Aftab Haider Rizvi, 2014. "An Exploratory Analysis of Marketing Elements and Brand Equity in the UAE FMCG Category," Jindal Journal of Business Research, , vol. 3(1-2), pages 121-136, June.
    13. Russell, Stephanie & Brannan, Matthew J., 2016. "“Getting the Right People on the Bus”: Recruitment, selection and integration for the branded organization," European Management Journal, Elsevier, vol. 34(2), pages 114-124.
    14. Anido Freire, N., 2014. "When luxury advertising adds the identitary values of luxury: A semiotic analysis," Journal of Business Research, Elsevier, vol. 67(12), pages 2666-2675.
    15. Carl Jon Way NG, 2016. "‘Hottest brand, coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(1), pages 41-63, January.
    16. Mitja Kozjan & Doris Gomezelj Omerzel, 2011. "How Do Companies Treat Their Knowledge For managing the Company's Brand?," MIC 2011: Managing Sustainability? Proceedings of the 12th International Conference, Portorož, 23–26 November 2011 [Selected Papers],, University of Primorska, Faculty of Management Koper.
    17. Vikas Arya & Hemraj Verma & Deepa Sethi & Rajat Agarwal, 2019. "Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment," IIM Kozhikode Society & Management Review, , vol. 8(2), pages 87-103, July.
    18. Koll, Oliver & von Wallpach, Sylvia, 2014. "Intended brand associations: Do they really drive consumer response?," Journal of Business Research, Elsevier, vol. 67(7), pages 1501-1507.
    19. Naïade Anido Freire & Leïla Loussaïef, 2018. "When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 565-582, July.
    20. Anselmsson, Johan & Bondesson, Niklas, 2015. "Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 58-70.
    21. Victoria Bellou & Ioannis Chaniotakis & Ioannis Kehagias & Irini Rigopoulou, 2015. "Employer Brand of Choice: an employee perspective," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 16(6), pages 1201-1215, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:ijimxx:v:13:y:2009:i:03:n:s1363919609002327. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/ijim/ijim.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.