Sub-theme 11: The Works of Branding: Shaping Organizational Identities and Practices

Martin Kornberger, University of Technology, Sydney, Australia, and Copenhagen Business School, Denmark
Dan Kärreman, Copenhagen Business School, Denmark, and Lund University, Sweden
Majken Schultz, Copenhagen Business School, Denmark
Session I: Thursday, July 07, 09:00 to 10:45, H-CG salen
Branding and Identity Dynamics
Chair: Dan Kärreman
Jean-François Gagne and Emmanuel Josserand
Employee control and resistance to internal branding: The case of a major branding initiative in the telecommunications industry
Monika Müller
The story of living brands: The emerging discourse of internal branding
Annemette L. Kjærgaard and Mette Morsing
The role of auto-communication in identity construction via social media: A case of corporate social responsibility communication
Session II: Thursday, July 07, 14:00 to 15:30, H-CG salen
Branding, Co-creation and Media
Chair: Martin Kornberger
Ib Tunby Gulbrandsen
In need of a cure? On the conditions for online organizational identity construction within the pharmaceutical industry
Nils Wåhlin and Thommie Burström
Reassembling new product development practice: Brands as boundary objects and organizing devices
Mikko Villi, Johanna Moisander, Rita Järventie-Thesleff and Saara Könkkölä
Complexities, dynamics and ambiguities of brand management in participatory media culture – A practice perspective
Session III: Thursday, July 07, 16:00 to 17:30, H-CG salen
Constructing Brands through Stories
Chair: Dan Kärreman
Frédéric Godart, Stoyan V. Sgourev and Kim Claes
How much is too much? The impact of complexity on audience evaluations in the luxury watchmaking industry
Ernestina Giudici, Federica Caboni and Daniela Pettinao
Brand-storytelling relationship: What's new?
Session IV: Friday, July 08, 09:00 to 11:00, H-CG salen
Branding Practices and the Politics of Change
Chair: Majken Schultz
André Spicer and Bridgette Sullivan-Taylor
The mis-management of meaning: Rebranding 'The World's Favourite Airline'
Liz Parsons, Cinzia Priola and Matthew Brannan
Living the brand: Interpreting employee branding through organization theory
Lisbeth Clausen
Micro-processes of organization and communication in brand image construction across boarders
Session V: Friday, July 08, 14:00 to 16:00, H-CG salen
Branding Practices, Cultural Economy and Aesthetics
Chair: Martin Kornberger
Iva Petkova
Organizational innovation in nascent industries: A multi-stakeholder approach to creating a digital brand in the fashion industry
Bernadette Loacker
The creative work of branding and the branding of creative work: The making of the Bregenz Festival brand
Marjana Johansson
Exploring the branded value of culture: The Edinburgh Fringe Festival
Session VI: Saturday, July 09, 09:00 to 10:30, H-CG salen
Branding Universities
Chair: Majken Schultz
Giuseppe Delmestri, Achim Oberg and Gili Drori
Brands as markers of institutional logics: An international study of universities
Rajani Naidoo, Anne O'Brien, Richard Bolden, Jonathan Gosling, Michael Beverland and Beverley Hawkins
Academic habitus and branding in UK business schools
Consuelo Vásquez, Viviane Sergi and Benoit Cordelier
Branding the university: Studying re-presentations practices from the bottom-up
Session VII: Saturday, July 09, 11:00 to 12:30, H-CG salen
Branding Cities and Nations
Chair: Martin Kornberger
Andrea Lucarelli
Co-creating city brands: The spatial-political dimension
Mads Mordhorst
Nations as brands and brand communities as nations
Sara Brorström
'Identity projects' as branding of municipalities