Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands - Paperback

by Heidi Hansen (Author)

This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature.

Author Biography

Heidi Hansen is an Associate Professor within the Department of Language and Communication at the University of Southern Denmark. She conducts research on branding, organizational studies, and communication and media.