Sanne Frandsen
Assistant head Organization, Department of Business Administration
The silver bullet of branding: Fantasies and practices of organizational identity work in organizational identity change process.
Author
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