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

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  • Frandsen, Sanne

Abstract

•Organizational identity work is increasingly professionalized under the label of corporate branding.•The branding logic is a persuasive and self-seductive managerial fantasy.•The branding logic functions as a form of ‘silver bullet’ in navigating the tensions of planned organizational identity change.•The branding logic offers both opportunities and limitations for organizational identity change.•The branding logic has implications on the organization of organizational identity work practices.

Suggested Citation

  • Frandsen, Sanne, 2017. "The silver bullet of branding: Fantasies and practices of organizational identity work in organizational identity change process," Scandinavian Journal of Management, Elsevier, vol. 33(4), pages 222-234.
    • Handle: RePEc:eee:scaman:v:33:y:2017:i:4:p:222-234
    DOI: 10.1016/j.scaman.2017.10.001
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    References listed on IDEAS

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    Cited by:

    1. Eliana Pires Conde & Bruno Felix & Nadia Cardoso Moreira, 2023. "Ties that Knot: How App-workers Co-construct Their Identities at Precarious Work Contexts," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 220083-2200.

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