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From being branded to doing branding: Studying representation practices from a communication-centered approach

Author

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  • Vásquez, Consuelo
  • Sergi, Viviane
  • Cordelier, Benoit

Abstract

This paper revolves around the organizing dimension of the brand, which we explore by focusing on what we call representation practices: actual day-to-day communicative practices through which people collectively engage in representing the organization, and by doing so participate in creating its brand(s). Taking a communication-centered approach to branding, we direct our attention to a particular organizational context, that of higher education institutions. More specifically, we address the branding efforts of a university department in the development of its new website. Through this case study, we show how, in doing branding, faculty members are directly confronted with the images/identities of who they are, collectively and individually. Branding, we argue, implies an ongoing negotiation of representations, which affects both what and who is being branded.

Suggested Citation

  • Vásquez, Consuelo & Sergi, Viviane & Cordelier, Benoit, 2013. "From being branded to doing branding: Studying representation practices from a communication-centered approach," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 135-146.
    • Handle: RePEc:eee:scaman:v:29:y:2013:i:2:p:135-146
    DOI: 10.1016/j.scaman.2013.02.002
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    References listed on IDEAS

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