Identity, Image and Brand

Research output: Chapter in Book/Report/Conference proceedingBook chapter

Abstract

This chapter highlights how organizational images and efforts to manage those images through branding influence the identities of individuals within organizations. The authors discuss the ways in which individuals’ identity projects are regulated, challenged, or supported by images and brands. They argue that identity is a particularly important concept for understanding organizing in today’s ‘brand society’, with individuals’ identities intertwined with corporate efforts of branding. Managing distinct and attractive images at both the collective and individual levels means that less prestigious, even stigmatized images may be important identity threats that impact individuals’ processes of identity work. The authors examine how previous literature has theorized the interplay between individual identity, image, and branding, arguing that the implications of branding for individuals’ construction of identity in organizations must be assessed critically.

Details

Authors
Organisations
External organisations
  • Copenhagen Business School
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration
Original languageEnglish
Title of host publicationThe Oxford Handbook of Identities in Organizations
EditorsAndrew Brown
PublisherOxford University Press
Chapter25
ISBN (Print)9780198827115
Publication statusPublished - 2020 Jan
Publication categoryResearch
Peer-reviewedYes