Brand-Transvisuality: on Collaborative Brand Innovation Practices: – the Enabling Role of the Visual

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Standard

Brand-Transvisuality: on Collaborative Brand Innovation Practices : – the Enabling Role of the Visual. / Michelsen, Anders Ib; Nedergaard, Nicky.

Transvisuality : The Cultural Dimension of Visuality : Volume III: : Purposive Action: Design and Branding. red. / Anders Michelsen; Frauke Wiegand. Bind III Paperback. udg. Liverpool : Liverpool University Press, 2021. s. 161-175.

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningfagfællebedømt

Harvard

Michelsen, AI & Nedergaard, N 2021, Brand-Transvisuality: on Collaborative Brand Innovation Practices: – the Enabling Role of the Visual. i A Michelsen & FW (red), Transvisuality : The Cultural Dimension of Visuality : Volume III: : Purposive Action: Design and Branding. Paperback udg, bind III, Liverpool University Press, Liverpool, s. 161-175.

APA

Michelsen, A. I., & Nedergaard, N. (2021). Brand-Transvisuality: on Collaborative Brand Innovation Practices: – the Enabling Role of the Visual. I A. Michelsen, & F. W. (red.), Transvisuality : The Cultural Dimension of Visuality : Volume III: : Purposive Action: Design and Branding (Paperback udg., Bind III, s. 161-175). Liverpool University Press.

Vancouver

Michelsen AI, Nedergaard N. Brand-Transvisuality: on Collaborative Brand Innovation Practices: – the Enabling Role of the Visual. I Michelsen A, FW, red., Transvisuality : The Cultural Dimension of Visuality : Volume III: : Purposive Action: Design and Branding. Paperback udg. Bind III. Liverpool: Liverpool University Press. 2021. s. 161-175

Author

Michelsen, Anders Ib ; Nedergaard, Nicky. / Brand-Transvisuality: on Collaborative Brand Innovation Practices : – the Enabling Role of the Visual. Transvisuality : The Cultural Dimension of Visuality : Volume III: : Purposive Action: Design and Branding. red. / Anders Michelsen ; Frauke Wiegand. Bind III Paperback. udg. Liverpool : Liverpool University Press, 2021. s. 161-175

Bibtex

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title = "Brand-Transvisuality: on Collaborative Brand Innovation Practices: – the Enabling Role of the Visual",
abstract = "Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by {\textquoteleft}images{\textquoteright} encompassing coded messages, perceptions, and emotions. Traditionally not part of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.",
author = "Michelsen, {Anders Ib} and Nicky Nedergaard",
year = "2021",
month = sep,
day = "1",
language = "English",
isbn = "9781800857186",
volume = "III",
pages = "161--175",
editor = "Anders Michelsen and {Frauke Wiegand}",
booktitle = "Transvisuality : The Cultural Dimension of Visuality : Volume III:",
publisher = "Liverpool University Press",
address = "United Kingdom",
edition = "Paperback",

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RIS

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T1 - Brand-Transvisuality: on Collaborative Brand Innovation Practices

T2 - – the Enabling Role of the Visual

AU - Michelsen, Anders Ib

AU - Nedergaard, Nicky

PY - 2021/9/1

Y1 - 2021/9/1

N2 - Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.

AB - Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.

M3 - Book chapter

SN - 9781800857186

VL - III

SP - 161

EP - 175

BT - Transvisuality : The Cultural Dimension of Visuality : Volume III:

A2 - Michelsen, Anders

A2 - null, Frauke Wiegand

PB - Liverpool University Press

CY - Liverpool

ER -

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