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Branded space-times: narrative production of organisational identity and image
University of Essex, UK. (Strategic communication, Lund University)
University of Turku, Finland. (Life at Home and Sustainable Production)
Université du Québec à Montréal, Canada. (Organisational Communication, Montreal University)
2011 (English)In: 7th Global Brand Conference of the Academy of Marketing’s Brand Corporate Identity and Reputation Special Interest Group, Oxford, April 6-9, 2011, 2011Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

In this paper we explore what branding strategy constructs socially in an organisational setting. To this end we approach brands from a geographical perspective as epistemic objects that organise the spatial relationship between brand strategy and everyday work-life. Through an empirical case of discussions and contradictions related to branding in a university research centre, we explore how branded space-times are constituted through stories-so-far, individual and collective narratives that intersect in an online discussion mail list concerning the possible need for formulating a proper branding strategy. Our narrative analysis reveals that the vague boundary conditions of these space-times, allowing for multiple inclusions and exclusions, turns branding into an effective mode of governance that is met with very little resistance. However, our case suggests that branding gives rise to branded space-times of faith in and through which the organisation’s academic identity and image are negotiated. In this context branding emerges as a possible source for alignment in a deeply disjointed try to simultaneously find something in common and to set apart.

Place, publisher, year, edition, pages
2011.
Keyword [en]
Branding, Complex organisations, Storytelling, Space-time
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-33649OAI: oai:DiVA.org:lnu-33649DiVA: diva2:710527
Conference
7th Global Brand Conference of the Academy of Marketing’s Brand Corporate Identity and Reputation Special Interest Group, Oxford, April 6-9, 2011
Available from: 2014-04-07 Created: 2014-04-07 Last updated: 2016-05-24Bibliographically approved

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Taalas, Saara L.
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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