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

Consuelo Vásquez, Viviane Sergi and Benoit Cordelier

Scandinavian Journal of Management, 2013, vol. 29, issue 2, 135-146

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.

Keywords: Branding; Organizing; Representation; Communicative constitution of organization approach (CCO); Practices; Higher education institutions (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:scaman:v:29:y:2013:i:2:p:135-146

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DOI: 10.1016/j.scaman.2013.02.002

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