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Organizational dynamics and complexities of corporate brand building--A practice perspective

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  • Järventie-Thesleff, Rita
  • Moisander, Johanna
  • Laine, Pikka-Maaria

Abstract

Summary The paper introduces a marketing-as-practice-approach to the domain of corporate brand management and presents findings from an empirical study that illustrates this approach in the context of a large transnational corporation. Conceptualizing corporate branding as something that occurs within and as part of a field of socially instituted practices, the paper focuses on the patterns of routinized activity through which corporate brands are built in organizations. By means of a 5-year ethnographic study, the aim is to identify a set of trans-subjective organizational practices that govern the praxis of brand building as well as to analyze the steering effects that these practices may have on the collaborative production and delivery of the brand promise in the day-to-day of organizational activity.

Suggested Citation

  • Järventie-Thesleff, Rita & Moisander, Johanna & Laine, Pikka-Maaria, 2011. "Organizational dynamics and complexities of corporate brand building--A practice perspective," Scandinavian Journal of Management, Elsevier, vol. 27(2), pages 196-204, June.
    • Handle: RePEc:eee:scaman:v:27:y:2011:i:2:p:196-204
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    References listed on IDEAS

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    1. Guillaume Soenen & J. Balmer, 1999. "The ACID test of corporate identity management," Post-Print hal-02312896, HAL.
    2. Tienari, Janne & Tainio, Risto, 1999. "The myth of flexibility in organizational change," Scandinavian Journal of Management, Elsevier, vol. 15(4), pages 351-384, December.
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    Cited by:

    1. Vásquez, Consuelo & Sergi, Viviane & Cordelier, Benoit, 2013. "From being branded to doing branding: Studying representation practices from a communication-centered approach," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 135-146.
    2. Frandsen, Sanne, 2017. "The silver bullet of branding: Fantasies and practices of organizational identity work in organizational identity change process," Scandinavian Journal of Management, Elsevier, vol. 33(4), pages 222-234.
    3. Fuentes, Christian, 2015. "How green marketing works: Practices, materialities, and images," Scandinavian Journal of Management, Elsevier, vol. 31(2), pages 192-205.
    4. Sean McCoy & Peet Venter, 2016. "Corporate brands as catalysts in times of change: Lessons from a South African bank," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 38-54, January.

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