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Sanne Frandsen

Assistant head Organization, Department of Business Administration

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The silver bullet of branding: Fantasies and practices of organizational identity work in organizational identity change process.

Author

  • Sanne Frandsen

Summary, in English

This paper studies the role and function of corporate branding in organizational identity change, contributing to the increased scholarly interest in the organizing effects of branding, particularly corporate branding. Based on an ethnographic case study of corporate brand planning and implementation at a European telecommunications corporation, MGP, this paper demonstrates how corporate branding logic functions as a management fantasy that settles the tensions of planned organizational identity change. The findings illuminate the important implications of corporate branding logic for the professionalized practices of organizational identity work, with branding fantasized as a “silver bullet” by the organizational branders while in practice emerging as a self-defeating prophesy.

Department/s

  • Department of Business Administration

Publishing year

2017-11

Language

English

Pages

222-234

Publication/Series

Scandinavian Journal of Management

Volume

33

Issue

4

Document type

Journal article

Publisher

Elsevier

Topic

  • Business Administration

Keywords

  • organizational identity
  • branding
  • fantasy
  • practices

Status

Published

ISBN/ISSN/Other

  • ISSN: 0956-5221