Sub-theme 15: Making brands come alive: How organizations, stakeholders and customers mobilize their identity

Martin Kornberger, University of Technology, Sydney, Australia, and University of St Andrews, Scotland
Majken Schultz, Copenhagen Business School, Denmark
Jonathan Schroeder, Exeter University, UK
Session I: Thursday, July 02, 09:00 to 10:30, E3-A-A018
Conceptualizing brands
Chair: Martin Kornberger
The Lego policy station
Presenter(s)Discussant(s): Session 1: Conceptualizing Brands Session chair: Martin Kornberger
Against Leviathan: building rhizomatic brands
Presenter(s)Discussant(s): Session 1: Conceptualizing Brands Session chair: Martin Kornberger
Muji: the story of the reluctant brand
Presenter(s)Discussant(s): Session 1: Conceptualizing Brands Session chair: Martin Kornberger
Session II: Thursday, July 02, 11:00 to 12:30, E3-A-A018
Brands, organziational identity, and the management of meaning
Chair: Majken Schultz
Maddy Janssens
From an ugly duck to a beautiful swan. CSR at FutureTechnics: a sensemaking approach.
Branded Religion: Constructing a Marketable Church Identity
Tor Hernes
Constraints of identity on innovation. The case of a dairy corporation
Session III: Thursday, July 02, 14:00 to 15:30, E3-A-A018
Being different or being similar? Institutions, organizations and brands
Chair: Jonathan Schroeder
Hogne Lerøy Sataøen
”Do they really need to be so damn special and differentiated?” The ambiguity of branding in Norwegian hospitals
To be Similar or Unique? Implications for Strategic Reference Groups
Dan Porsfelt
Branding Public Schools in Sweden - on legitimacy, values & identity
Session IV: Friday, July 03, 09:00 to 10:30, E3-A-A018
Identification and employer branding
Chair: Martin Kornberger
Fanny Reniou and Pierre Volle
Customer-Company Identification: A Study of Relational Consequences in the Non-Profit Sector
“The school is no more” – managing identity work through dis-identification in an educational organization
Employees' identification with a corporate brand: singularity and consequences of the identification process. The case of a major branding initiative in the telecom industry. Jean-François Gagne & Emmanuel Josserand.
Session V: Friday, July 03, 11:00 to 12:30, E3-A-A018
Brands, culture and control
Chair: Majken Schultz
Making Young Professionals Brand Conform: Embodying Brands and Gender
Outlaw Motorcycle Gangs - Analyzing the unlikely case of the successful organization of deviant and or delinquent individuals as brand communities
The Role of Brands in the Advertising Agencies: How do they make employees eliminate the notion of alienation?
Session VI: Saturday, July 04, 09:00 to 10:30, E3-A-A018
Brand aesthetics
Chair: Jonathan Schroeder
Retail stores as aesthetic brand experiences: The case of fashion house Oger
A Brand Design Model
Materialising a Brand. Shell's films on Shell
Session VII: Saturday, July 04, 11:00 to 12:30, E3-A-A018
- Group Discussion -
Chair: Martin Kornberger
Shirley Leitch, Judith Motion and Sally Davenport
Mobilizing scientific discourse to rebrand organizational identity
There will be only one paper presentation in this session which will lead into a open discussion.