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

Frandsen, Sanne LU (2017) In Scandinavian Journal of Management 33(4). p.222-234
Abstract
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... (More)
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. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
organizational identity, branding, fantasy, practices
in
Scandinavian Journal of Management
volume
33
issue
4
pages
13 pages
publisher
Elsevier
external identifiers
  • scopus:85033608632
  • wos:000418217600003
ISSN
0956-5221
DOI
10.1016/j.scaman.2017.10.001
language
English
LU publication?
yes
id
7b63fca6-1b0e-4e5b-b0c9-c7b47e0b7680
date added to LUP
2017-11-06 10:06:48
date last changed
2018-05-29 11:55:08
@article{7b63fca6-1b0e-4e5b-b0c9-c7b47e0b7680,
  abstract     = {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.},
  author       = {Frandsen, Sanne},
  issn         = {0956-5221},
  keyword      = {organizational identity,branding,fantasy,practices},
  language     = {eng},
  number       = {4},
  pages        = {222--234},
  publisher    = {Elsevier},
  series       = {Scandinavian Journal of Management},
  title        = {The silver bullet of branding: Fantasies and practices of organizational identity work in organizational identity change process.},
  url          = {http://dx.doi.org/10.1016/j.scaman.2017.10.001},
  volume       = {33},
  year         = {2017},
}