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

Sanne Frandsen

Scandinavian Journal of Management, 2017, vol. 33, issue 4, 222-234

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.

Keywords: Organizational identity; Branding; Fantasy; Practices (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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DOI: 10.1016/j.scaman.2017.10.001

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