13th International Conference on Corporate and Marketing Communications Ljubljana, April 24-26, 2008 Health and Branding: Insights from an Exploratory Study on the Danish Food Industry Klaus Grunert a , Tino Bech Larsen a , Polymeros Chrysochou a and Thomas Boysen Anker b a. MAPP, Department of Marketing and Statistics, Aarhus School of Business, Aarhus, Denmark b. Philosophy Section, The Faculty of Humanities, University of Copenhagen, Copenhagen, Denmark Article Type: Working Paper Acknowledgements: This study presents results from the project “Health Branding” funded by the Danish Strategic Research Council. Contact details: K. Grunert (klg@asb.dk); T. Bech-Larsen (tib@asb.dk); P. Chrysochou (polyc@asb.dk) MAPP, Aarhus School of Business, Haslegaardsvej 10, DK-8210, Aarhus V T. Boysen Anker (tba@hum.ku.dk) Philosophy Section, The Faculty of Humanities, University of Copenhagen, Njalsgade 80, DK-2300, Copenhagen S