The destructive side of branding: A heuristic model for analyzing the value of branding practice

Bertilsson, Jon; Rennstam, Jens

doi:10.1177/1350508417712431

Cited by 27 publications

(48 citation statements)

References 80 publications

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“…Numerous organizations, from Fortune 500 conglomerates to local businesses, currently promote employment opportunities using a military friendly distinction, though few clearly outline what makes them "friendly." Whereas some business organizations report veterans have the technical and soft skills they seek in new hires, others may use military friendly more as a public relations attempt than a true investment in supporting military veterans they recruit and employ (Bertilsson & Rennstam, 2017;Hardison, & Shanley, 2016;Harrell & Berglass, 2012;Monster, 2016).…”

Section: Introductionmentioning

confidence: 99%

Engaging Military Friendly in Organizations: An Empirical-based Definition

Kirchner

Minnis

2018

JVS

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Employers interested in hiring military veterans are increasingly using the "military friendly" or "veteran-friendly" labels to promote their organizations to job-seeking veterans. The terms, while inviting to veterans, lack definition and consistency across organizations, leading to ambiguity about what it means to be military or veteran friendly. This research sought to understand how the labels are being supported through corresponding initiatives and, more generally, identify commonalities across employers. A thematic analysis of programs and services used by 31 employers-recognized as being military or veteran friendly by an external agency-revealed four themes. The themes suggested an emphasis on early career transitions for veterans entering the job market. Combined, these findings offer a starting point for understanding how organizations demonstrate their friendliness toward military veterans. Employers interested in formalizing or advancing their support of veteran hires can look to the study's findings as a reference for currently-recognized military friendly organizations. This paper offers an introduction into veteran transition issues, explores foundational descriptions of military friendly, outlines the study's methodology and findings, and provides a series of implications. Additionally, based on the findings, the authors provide a model and working definition of military friendly organizations.

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Section: Introductionmentioning

confidence: 99%

Engaging Military Friendly in Organizations: An Empirical-based Definition

Kirchner

Minnis

2018

JVS

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“…This paper takes a step back from this panacean view of place branding. We side with other critical scholars of work and organization who have expressed skepticism of the value or practice of branding in society (Bertilsson & Rennstam, 2018;Mumby, 2016) and especially in public organizations (e.g. Fredriksson & Pallas, 2016;Waeraas, 2008).…”

Section: Introductionmentioning

confidence: 93%

“…Studies on varied topics such as the dynamics of image and identity in corporate branding (Hatch and Schultz, 2008); branding and its impacts on inclusion or exclusion (McDonald & Kuhn, 2016); and the working lives of branding professionals (Kärreman & Rylander, 2008) shed light on the ubiquitous and multifaceted role of branding in organizations. Yet, branding has also been critiqued by organizational scholars as playing a vital, yet hidden and potentially dark role in the constitution of organizational life (Bertilsson & Rennstam, 2018;Mumby, 2016). The concern here is that a brand's reach extends far beyond a set of internal marketing practices, and is instead a central cultural and economic phenomenon that constitutes organizational meaning and practices, often in line with neoliberalism.…”

Section: Literature Reviewmentioning

confidence: 99%

“…First, the presenter displays a distillation process (c.f. Bertilsson and Rennstam, 2018), in which the rich traits of The Island are boiled down to a limited set of unique core brand characteristics of the place: "Unspoiled, Unexplored, Unbelievable." Astrid uses the metaphor of DNA to describe how The Island can be reduced to its core -three common denominators representing the entirety of the place.…”

Section: Artistry: the Creative Play With Words And Place-branding Mementioning

confidence: 99%

“…We are interested in how branders' speech and interactions in a professional setting -a place branding conference -construct an everyday or common-sense view of what constitutes place branding expertise. Such a focus allows us to theorize how place branders' speech enables or constrains public organizations' ability to contend with the tension between civic and market priorities that might emerge when a brand orientation is adopted by places, such as cities and nations (Bertilsson & Rennstam, 2018). In particular, this paper is interested in understanding the potentially "dark sides" of place branding, which may be hidden beyond public view (Mumby, 2016), by studying how the language used by experts constructs "ideal" professional practices.…”

Section: Introductionmentioning

confidence: 99%

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Mimicry and artistry

Bertilsson¹,

Rennstam²,

Sullivan³

2020

CLaW

Self Cite

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Many public organizations think of themselves as brands and engage in branding to increase their attractiveness. Often this is seen as a good practice, but this paper takes a more skeptical view and interrogates the value of place branding expertise for public organizations. Through observation of a place branding conference, drawing on some principles from ethnomethodology, this paper provides clues to what the place branding profession constructs as “good” and legitimate expertise and the norms that guide their work. We identified two levels of legitimate place branding expertise: Mimicry and Artistry. Mimicry signifies imitation of already institutionalized ideas and practices, and proficiency in supplying beautiful yet detached and superficial representations of cities. Artistry refers to place branding that stands out as brilliant and inventive, encompassing unexpected play with symbols and creative combination of branding models. We argue that both these levels of expertise may be at odds with civic values of city government such as inclusion and representativeness. Our study concludes that the ways in which the branders construct expertise risks deflecting attention from the core problems of a place or a city and separating place branding from city management practice.

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Sustainable transitions in the surfing sector. The role of risk and branding

Borne

2023

Bus Strat Dev

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This paper explores a theoretical and empirical discussion of the ability of business form a particular sector to transition towards sustainability. The paper contextualises the discussion within the theoretical framework of a ‘Risk Society’ as outlined by Ulrich Beck. In particular, the paper highlights the relationship between sustainable development, and what Beck describes as the emergence of an emancipatory catastrophism. This theoretical framework is then applied to a novel approach for exploring sustainability through the process of branding ultimately highlighting an industry's receptiveness to the United Nations Sustainable Development Goals. Uniquely, this paper challenges and expands on the narrative of branding as a discursive process that moves beyond a narrow marketing framework. Using a mixed methods approach of in‐depth observation, interviews and surveys, the paper focuses on a case study of the largest lifestyle retailer in the surf skate and snow sector. The empirical research is applied both within the case study company itself and over 300 brands in the surf skate and snow sector. Results point to a receptiveness to embedding the sustainable development goals in business models whilst highlighting the challenges that exist from both a business operation and resourcing perspective through to external factors. Furthermore, results highlight the disparity between internal business processes and the process branding. A typology is presented that highlights the relationship between business, the sustainable development goals and theoretical debates.

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The destructive side of branding: A heuristic model for analyzing the value of branding practice

Cited by 27 publications

References 80 publications

Engaging Military Friendly in Organizations: An Empirical-based Definition

Engaging Military Friendly in Organizations: An Empirical-based Definition

Mimicry and artistry

Sustainable transitions in the surfing sector. The role of risk and branding

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