Print page

Branded Lives

The Production and Consumption of Meaning at Work Edited by Matthew J. Brannan, Lecturer in Management, Elizabeth Parsons, Professor of Marketing, University of Liverpool, UK and Vincenza Priola, Department of People and Organisations, The Open University Business School, UK
Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand.

This insightful collection draws on qualitative empirical studies in a range of contexts to include services, retail and manufacturing organizations. The contributors explore the nuances of employee branding from various disciplinary standpoints such as: organization studies, marketing, human resource management and industrial relations. They take a critical perspective on work and organizations and document the lived experience of work and employment under branded conditions. In investigating the extent to which a variety of organizational strategies seek to mould workplace meanings and practices to further build and sustain brand value and the effectiveness of these in terms of employee responses, the authors question whether the attempt to ‘brand’ workers’ lives actually enhances or diminishes the meaning and experience of work.
Extent: 224 pp
Hardback Price: $120.00 Web: $108.00
Publication Date: 2011
ISBN: 978 1 84980 092 1
Availability: In Stock
Paperback Price: $46.00 Web: $36.80
Publication Date: 2013
ISBN: 978 0 85793 622 6
Availability: In Stock
$0.00

Buy the E-Book @ paperback price

Join our mailing list

  • Business and Management
  • Human Resource Management
  • Marketing
  • Organisation Studies
  • Research Methods in Business and Management
  • Research Methods
  • Research Methods in Business and Management
  • Research Methods
Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand.

This insightful collection draws on qualitative empirical studies in a range of contexts to include services, retail and manufacturing organizations. The contributors explore the nuances of employee branding from various disciplinary standpoints such as: organization studies, marketing, human resource management and industrial relations. They take a critical perspective on work and organizations and document the lived experience of work and employment under branded conditions. In investigating the extent to which a variety of organizational strategies seek to mould workplace meanings and practices to further build and sustain brand value and the effectiveness of these in terms of employee responses, the authors question whether the attempt to ‘brand’ workers’ lives actually enhances or diminishes the meaning and experience of work.

Based on in-depth qualitative, ethnographic and case study research this compendium will prove essential for researchers working within the general area of employment studies and specifically on branded employment and work. Students in marketing, human resource management and management as well as HR and marketing practitioners interested in employee branding will also find this book relevant and stimulating.
‘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
Contributors: M.J. Brannan, M. Buchanan-Oliver, J. Cushen, M.R. Edwards, S.A. Hurrell, E.K. Kelan, C. Land, E. Parsons, V. Priola, S. Russell, D. Scholarios, M. Simms, S. Smith, V.V. Tarnovskaya, S. Taylor, H. Willmott
Contents:

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