Co-constructing the Brand and the Product

John Christiansen (), Claus J. Varnes, Birgitte Hollensen and Birgitte C. Blomberg
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Claus J. Varnes: Copenhagen Business School, Denmark
Birgitte Hollensen: IBM A/S, Denmark
Birgitte C. Blomberg: L'Oréal, Denmark

Chapter 5 in Gaining Momentum:Managing the Diffusion of Innovations, 2010, pp 157-193 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe 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

Keywords: Innovation; Diffusion; Product Development; Product Marketing (search for similar items in EconPapers)
Date: 2010
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Journal Article: CO-CONSTRUCTING THE BRAND AND THE PRODUCT (2009)
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