Resource title

Productive Incoherence - A Case Study of Branding and Identity Struggles in a Low-Prestige Organization

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Resource description

This dissertation examines the relationship between corporate branding andidentity work at organizational and individual levels in the context of a lowprestigecorporation. It is based on 17 months of research undertaken as an inhouseethnographer at MGP, a European based national telecommunicationcorporation. The study seeks to contribute to integrated corporate branding theoryby adopting a critical perspective on the intra-organizational affects of brands andbranding. The dissertation contains three papers, each of which contributes todiscussions within corporate branding, organizational identity and identification, aswell as to literature on management control and employee resistance. The findingsdemonstrate that the management adopts integrated corporate branding in ahypocritical manner, while employees in response develop a cynical distance totheir work. While this may be interpreted as negative consequences, thedissertation argues that these are productive and have certain advantages for themanagement in the given context. Thus, the findings challenge the integratedcorporate branding ideal of coherence between the external and internaldimensions of corporate branding as the only productive way to create a successfulcorporate brand.

Resource author

Sanne Frandsen

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Resource publish date

Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/8366

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