This book chapter introduces the concept of “enabling” as a key feature and attitude for designing spaces that are intended to have a “branding effect”. Peschl and Fundneider focus on a very specific concept of branding or “branded spaces”; namely spaces that are branded in order to create (new) knowledge. It is easy to see that this is a very general understanding of the concept of “brand” and which can therefore be applied to a plethora of different areas. In other words, we do not see a brand primarily as a product, but as a knowledge status. This publication is part of “Branded Spaces – Experience Enactments and Entanglements”, S.Sonnenburg, L. Baker (eds.), Springer, 2016, ISBN 978-3-658-01560-2.
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