Co-constructing the brand and the product

International Journal of Innovation Management

Volumn 13, Issue 3, 2009, Pages 319-348

  Christiansen, John K ^a   Varnes, Claus J ^a   Hollensen, Birgitte ^b   Blomberg, Birgitte C ^c  

^a Copenhagen Business School ^*  (Denmark)

^b IBM Inc   (Denmark)

^c L'ORÉAL Denmark AS   (Denmark)

Author keywords

Branding strategy; Brands; Co construction; Linear; Network process perspective; Product development

Indexed keywords

EID: 70350405446     PISSN: 13639196     EISSN: None     Source Type: Journal    
DOI: 10.1142/S1363919609002327     Document Type: Article

References (73)

1. Aaker, DA and E Joachimsthaler (2000). Brand Leadership. London, England: Free Press.
2. Akrich, M, M Callon and B Latour (2002a). The key to success in innovation Part I: The art of interessement. International Journal of Innovation Management, 6(2), 187-206.
3. Akrich, M, M Callon and B Latour (2002b). The key to success in innovation Part I: The art of choosing good spokespersons. International Journal of Innovation Management, 6(2), 207-225.
4. AMA (1960). (A/R/M/I-Marketing (2007). Brand: Definition, development, research. http://test.armi-marketing.com/library/Brand.pdf.
5. Ambler, T and C Styles (1997). Brand development versus new product development: Toward a process model of extension decisions. Journal of Product & Brand Management, 6(4), 222-234.
6. Barney, J (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
7. Bhat, B and B Bowonder (2001). Innovation as an enhancer of brand personality: Globalization experience of Titan industries. Creativity and Innovation Management, 10(1), 26-39.
8. Blichfeldt, BS (2005). On the development of brand and line extensions. Journal of Brand Management, 12(3), 177-190.
9. Borja de Morzota, B (2003). Design Management, Using Design to Build Brand Value and Corporate Innovation. New York: Allworth Press.
10. Boush, DM and B Loken (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.
11. Briggs, H (2004). The value of integrating the brand experience into the product development process. http://www.pdma.org/visions/oct04/ productdevelopment-practices.html.
12. Broniarczyk, SM and JW Alba (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214-228.
13. Callon, M (1986a). Some elements of a sociology of translation: Domestication of the scallops and the fishermen of St Brieuc Bay. First published in Law, J., Power, Action and Belief: A New Sociology of Knowledge? Law, J (ed.), pp. 196-223. London: Routledge.
14. Callon, M (1986b). The sociology of an actor-network: The case of the electric vehicle. In Mapping the Dynamics of Science and Technology Callon, M, J Law and A Rip (eds.), pp. 19-34. London: Macmillan Press.
15. Callon, M (1991). Techno-economic networks and irreversibility, In A Sociology of Monsters: Essays of Power, Technology and Domination, Law, J (ed.), pp. 132-165. London: Routledge.
16. Callon, M (1999). Actor-network theory: The market test. In Actor-Network Theory and After, Law, J and J Hassard (eds.), pp. 181-195. Oxford, England: Blackwell Publisher.
17. Cheng-Hsui Chen, A (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10(7), 439.
18. Christiansen, JK, S Lefevre, CJ Varnes and A Wolf (2008). Perceptions of markets and types of user involvement in product development. In Strategic Market Creation: A New Perspective on Marketing and Innovation Management, Chapter 13. Tollin, K and A Caru (eds.), Chippenham, Wiltshire: John Wiley & Sons.
19. Christiansen, JK and CJ Varnes (2007). Making decisions on innovation: Meetings or networks?Creativity and Innovation Management Journal, 16(3), 282-298.
20. Cooper, RG (2001). Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition. Reading, MA, England: Perseus Books Group.
21. Dacin, PA and DC Smith (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229-242.
22. Del Rio, AB, R Vázquez and V Iglesias (2001). The role of the brand name in obtaining differential advantages. Journal of Product & Brand Management, 10(7), 452.
23. Delgado-Ballester, E and JL Munuera-Alemán (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196.
24. Doyle, P (2001). Building value-based branding strategies. Journal of Strategic Marketing, 9(4), 255-268.
25. Flyvbjerg, B (2001). Making Social Science Matter. Cambridge, UK: Cambridge University Press.
26. Francis, D and J Bessant (2005). Targeting innovation and implications for capability development. Technovation, 25, 171-183.
27. Freling, TH and LP Forbes (2005). An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14(7), 403-413 (10).
28. Glynn, MS and RJ Brodie (1998). The importance of brand-specific associations in brand extension: Further empirical results. Journal of Product & Brand Management, 7(6), 509.
29. Gounaris, S and V Stathakopoulos (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283-306.
30. Grime, I, A Diamantopoulus and G Smith (2002). Consumer evaluations of extensions and their effects on the core brand: Key issues and research propositions. European Journal of Marketing, 36, 1415-1438.
31. Gronhaug,K, L Hem and R Lines (2002). Exploring the impact of product category risk and consumer knowledge in brand extensions. Journal of Brand Management, 9, 463-476.
32. Hatch, MJ and M Schultz (2008). Taking Brand Initiative: How Companies Can Align Strategy, Culture and Identity Through Corporate Branding. San Francisco: Jossey-Bass.
33. Hultink, EJ, A Griffin, S Hart and HS Robben (1997). Industrial new product launch strategies and product development performance. Journal of Product Innovation Management, 14(4), 243-257.
34. Hupp, O and K Powaga (2004). Using consumer attitudes to value brands: Evaluation of the financial value of brands. Journal of Advertising Research, 44(3), 225-231.
35. Jones, R and K Tollin (2008). Marketing's role for firms renewal and innovation capability. In Strategic Market Creation: A New Perspective on Marketing and Innovation Management, Tollin, K and A Carù (eds.), pp. 124-157. Chippenham, Wiltshire: John Wiley & Sons.
36. Jones, R (2005). Finding sources of brand value: Developing a stakeholder model of brand equity. Journal of Brand Management, 13(1), 10-32.
37. Kapferer, JN (1992, 1997). Strategic Brand Management: Creating and Sustaining Brand Equity Long. London, England: Kogan Page.
38. Kapferer, JN (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Third Edition. London, England: Kogan Page.
39. Karjalainen, TM (2005). Safe shoulders and personal faces - transforming brand strategy to product design. Paper published in Proceedings from the 12th International Product Development Management Conference, Frederiksberg, Denmark, June 2005, pp. 755-780.
40. Keller, DL (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, N.J.: Prentice Hall.
41. Keller, KL and S Sood (2003). Brand equity dilution. MIT Sloan Management Review, 45(1), 12-15.
42. Latour, B (1991). Technology is society made durable. In A Sociology of Monsters: Essays of Power, Technology and Domination, Law J (ed.), pp. 103-131. London: Routledge.
43. Latour, B (2005). Reassembling the Social. Oxford: Oxford University Press.
44. Law, J (1992). Notes on the Theory of the Actor-Network: Ordering, Strategy, and Heterogeneity. Netherlands: Springer.
45. Louro, MJ and PV Cunha (2001). Brand management paradigms. Journal of Marketing Management, 17(7/8), 849-75.
46. Malhotra, NK and DF Birks (2006). Marketing Research: An Applied Orientation. London, England: Prentice Hall.
47. Martin, IM, DW Stewart and S Matta (2005). Branding strategies, marketing communication, and perceived brand meaning: The transfer of purposive, goal-oriented brand meaning to brand extensions. Journal of the Academy of Marketing Science, 33(3), 275-294.
48. Martinez, E and L de Chernatony (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39-50.
49. Meyvis, T and C Janiszewski (2004). When are broader brands stronger brands? An accessibility perspective on the success of brand extensions. Journal of Consumer Research, 31(2), 346-357.
50. Montague, M (1999). Integrating the product+brand experience. Design Management Journal, 17-23.
51. Mozota, de B et al. (2003). The impact of user-oriented design on new product development: An examination of fundamental relationships. Journal of Product Innovation Management, 22(2), 128-143.
52. Munoz, T and S Kumar (2004). Brand metrics: Gauging and linking brands with business performance. Journal of Brand Management, 11(5), 381-387.
53. Myers, CA (2003). Managing brand equity: A look at the impact of attributes. Journal of Product & Brand Management, 12(1), 39.
54. Nandan, S (2005). An exploration of the brand identity-brand image linkage: A communications perspective. Journal of Brand Management 12(4), 264-278.
55. Pappu, R, PG Quester and RW Cooksey (2005). Consumer-based brand equity: Improving the measurement - empirical evidence. Journal of Product & Brand Management, 14(3), 142-154.
56. Park, CW, S Milberg and R Lawson (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2), 185-193.
57. Phau, I and KC Lau (2001). Brand personality and consumer self-expression: Single or dual carriageway? Journal of Brand Management, 8(6), 428.
58. Pitta, DA and LP Katsanis (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64.
59. Quester, P and AL Lim (2003). Product involvement/brand loyalty: Is there a link? Journal of Product & Brand Management, 12(1), 22.
60. Reast, JD (2005). Brand trust and brand extension acceptance: The relationship. Journal of Product & Brand Management, 14(1), 4-13.
61. Schultz, M and MJ Hatch (2003). The cycles of corporate branding: The case of the LEGO company. California Management Review, 46(1), 6-26.
62. Sköld, M and C Karlsson (2007). Multibranded Platform development: A corporate strategy with multimanagerial challenges. Journal of Product Innovation Management, 24, 554-566.
63. Saunders, J, V Wong, C Stagg, M Mar and S Fontan (2005). How screening criteria change during brand development. Journal of Product and Brand Management, 14(4), 239-249.
64. Strauss, AL and J Corbin (1998). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory, (2nd Ed.). Thousand Oaks, California, USA: Sage Publications.
65. Taylor, SA, K Celuch and S Goodwin (2004). The importance of brand equity to customer loyalty. Journal of Product & Brand Management, 13(4), 217-227.
66. Thorbjørnsen,H (2005).Brand extensions: Brand concept congruency and feedback effects revisited. Journal of Product & Brand Management, 14(4), 250-257.
67. Tidd, J, J Bessant and K Pavitt (2001). Managing Innovation: Integrating Technological, Market and Organizational Change. Wiley Publishing House.
68. Uggla, H (2004). The brand association base: A conceptual model for strategically lever-aging partner brand equity. Journal of Brand Management, 12(2), 105-123.
69. Van Maanen, J (1996). Ethnography. In The Social Science Encyclopedia (2nd Ed.). Kuper, A and J Kuper (eds.), pp. 263-265. London: Routledge.
70. Wee, TTT (2004). Extending human personality to brands: The stability factor. Journal of Brand Management, 11(4), 317-330.
71. Wee, T and M Chua Han Ming (2003). Leveraging on symbolic values and meanings in branding. Journal of Brand Management, 10(3), 208.
72. Yin, RK (2003). Case Study Research: Design and Methods. Thousand Oaks, California, USA: Sage Publications.
73. Zimmer, MR and S Bhat (2004).The reciprocal effects of extension quality and fit on parent brand attitude. Journal of Product & Brand Management, 13(1), 37-46.