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. The author outlines the evolution of
corporate branding theory that has developed from an identity
approach rooted in signalling theory to an understanding of brands
as co-created by multiple stakeholders. She then develops and
elaborates the latter approach by formulating and explicating the
CCB approach, within which a brand is conceptualized as a
discursive brand space grounded in a performative and interactional
ontology. Brand discourses are produced in a number of
conversational spaces inhabited by both human and non-human actors.
Seeing that non-human actors have agency, hybrid agency and
ventriloquism are key notions in the CCB approach, and the role of
the brand manager is to function as a practical author. The CCB
approach is explicated and sustained by five chapters that each
elaborate on a certain aspect of CCB and demonstrate the
theoretical points in a number of analyses (the process of brand
creation, the set-up of conversational spaces, the role of
materiality and macro-actors, frame games, and the brand manager as
a practical author). The data in the analyses originates from a
case that is used throughout the book. Written for scholars and
university students within the field of branding and organizational
communication, this book represents an area of developing interest
within the field of marketing.
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