IDEAS home Printed from
   My bibliography  Save this article

Co-Constructing The Brand And The Product



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


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


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


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


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

    Download full text from publisher

    File URL:
    Download Restriction: Access to full text is restricted to subscribers.

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


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

    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.


    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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tai Tone Lim). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.