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.

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.

Preface Presentation of structure List of figures and tables Introduction 1. The Evolution of Branding 2. A Communication as Constitutive Approach to Branding 3. Case Presentation 4. The Process of Brand Creation 5. Conversational Space, Ventriloquism, and Hybrid Agency 6. Sensegiving by Non-Human Actors 7. Frame Games and Negotiation of Meaning 8. The Brand Manager as a Practical Author Epilogue Bibliography Appendix 1. Explanation of abbreviations and anonymization