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Branding as Enabling Knowledge Creation: The Role of Space and Cognition in Branding Processes

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Branded Spaces

Part of the book series: Management – Culture – Interpretation ((MCI))

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Abstract

This paper introduces the concept of enabling, as opposed to managing or controlling, as a key characteristic and attitude for designing spaces which are supposed to have a ‘branding effect’. In our case we will focus on a very specific notion of branding or branded spaces; namely, spaces that are branded for creating (new) knowledge. It can be seen easily that this is a very generic understanding of brand that can be applied to many domains. In other words, we see a brand not primarily as a product, but as a state of knowledge.

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Author information

Authors and Affiliations

  1. University of Vienna, Vienna, Germany

    Markus F. Peschl

  2. Vienna, Germany

    Thomas Fundneider PhD

Authors
  1. Markus F. Peschl
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  2. Thomas Fundneider PhD
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Correspondence to Markus F. Peschl .

Editor information

Editors and Affiliations

  1. Karlsruhe, 76133, Germany

    Stephan Sonnenburg

  2. FH Joanneum University of Applied Sciences, Alte Poststraße 147-154, Graz, 8020, Austria

    Laura Baker

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Peschl, M.F., Fundneider, T. (2013). Branding as Enabling Knowledge Creation: The Role of Space and Cognition in Branding Processes. In: Sonnenburg, S., Baker, L. (eds) Branded Spaces. Management – Culture – Interpretation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-01561-9_18

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