Description
Book SynopsisBranded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation.
Trade Review‘Branded Lives
explodes the myth that a brand must, or even can stand for one unified, easily communicated message. While warning of the dangers of managing to preserve this myth, the book also celebrates the plurality of brand meanings generated by those employed to serve both the brand and the customer. I recommend reading this book in its entirety. If you are like me, your reading will bring a refreshing fullness to the experience of brands and branding and many new insights.’ -- Mary Jo Hatch, University of Virginia, US
Table of ContentsContents: Preface Paul Willis 1. Introduction Matthew J. Brannan, Elizabeth Parsons and Vincenza Priola 2. Considering the ‘Bigger Picture’: Branding in Processes of Financialization and Market Capitalization Hugh Willmott 3. Be Who You Want To Be: Branding, Identity and the Desire for Authenticity Christopher Land and Scott Taylor 4. The Branded Self as Paradox: Polysemic Readings of Employee–Brand Identification Sandra Smith and Margo Buchanan-Oliver 5. The Trouble with Employer Branding: Resistance and Disillusionment at Avatar Jean Cushen 6. Internalizing the Brand? Identity Regulation and Resistance at Aqua-Tilt Stephanie Russell 7. Recruitment and Selection Practices, Person–Brand Fit and Soft Skills Gaps in Service Organizations: The Benefits of Institutionalized Informality Scott A. Hurrell and Dora Scholarios 8. The Brand I Call Home? Employee–Brand Appropriation at IKEA Veronika V. Tarnovskaya 9. Appropriating the Brand: Union Organizing in Front-line Service Work Melanie Simms 10. Employer Branding and Diversity: Foes or Friends? Martin R. Edwards and Elisabeth K. Kelan 11. Placing Branding within Organization Theory Matthew J. Brannan, Elizabeth Parsons and Vincenza Priola Index
