14 Branding
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Consuelo Vásquez
Abstract
This chapter explores the contribution of the communicative constitution of organization (CCO) approach to corporate branding by focusing on the organizing properties of branding as a discursive practice. The current state of research in corporate branding has been rather dominated by linear models of communication. The CCO approach challenges such view by considering branding as an emergent and polyphonic communicative process characterized by the indeterminacy of meaning, by acknowledging the productive capacities of the “receivers” of the brand, and the agency of non-human actors. Future research can develop a more responsible approach to branding that considers other stakeholders, such as citizens and nature. The chapter presents the key premises of the CCO approach and the theoretical developments in the corporate branding literature that propose communicational explanations to branding. Then, it offers an illustration in the context of university branding. It concludes with theoretical lessons and practical orientations for management communication.
Abstract
This chapter explores the contribution of the communicative constitution of organization (CCO) approach to corporate branding by focusing on the organizing properties of branding as a discursive practice. The current state of research in corporate branding has been rather dominated by linear models of communication. The CCO approach challenges such view by considering branding as an emergent and polyphonic communicative process characterized by the indeterminacy of meaning, by acknowledging the productive capacities of the “receivers” of the brand, and the agency of non-human actors. Future research can develop a more responsible approach to branding that considers other stakeholders, such as citizens and nature. The chapter presents the key premises of the CCO approach and the theoretical developments in the corporate branding literature that propose communicational explanations to branding. Then, it offers an illustration in the context of university branding. It concludes with theoretical lessons and practical orientations for management communication.
Chapters in this book
- Frontmatter I
- Preface to the Handbooks of Applied Linguistics Series V
- Contents VII
- Introducing 1
-
Part I: Practices of management communication
- 1 Speaking 27
- 2 Writing 47
- 3 Deciding 69
- 4 Creating by communicating 87
- 5 Networking 105
- 6 Controlling and resisting 123
- 7 Tweeting 143
- 8 Documenting 161
- 9 Posting 177
-
II. Forms of management communication
- 10 Strategizing 195
- 11 Leading 213
- 12 Planning and designing 231
- 13 Routinizing 247
- 14 Branding 263
- 15 Managing communication 279
- 16 Mentoring 295
- 17 Counseling 313
- 18 Developing organizations 335
- 19 Accounting 355
-
Part III: Contexts of management communication
- 20 Managing communication in multilingual workplaces 373
- 21 Exploring and analyzing linguistic environments 389
- 22 Managing high reliability organizations 409
- 23 Building communities 427
- 24 Managing CSR Communication 443
- 25 Rating social and environmental performances 459
- 26 Managing in hospitals 477
- 27 Crowdsourcing 493
- 28 Managing and being managed by emotions 511
- 29 Changing through communication 529
- About the contributors 549
- Index 559
Chapters in this book
- Frontmatter I
- Preface to the Handbooks of Applied Linguistics Series V
- Contents VII
- Introducing 1
-
Part I: Practices of management communication
- 1 Speaking 27
- 2 Writing 47
- 3 Deciding 69
- 4 Creating by communicating 87
- 5 Networking 105
- 6 Controlling and resisting 123
- 7 Tweeting 143
- 8 Documenting 161
- 9 Posting 177
-
II. Forms of management communication
- 10 Strategizing 195
- 11 Leading 213
- 12 Planning and designing 231
- 13 Routinizing 247
- 14 Branding 263
- 15 Managing communication 279
- 16 Mentoring 295
- 17 Counseling 313
- 18 Developing organizations 335
- 19 Accounting 355
-
Part III: Contexts of management communication
- 20 Managing communication in multilingual workplaces 373
- 21 Exploring and analyzing linguistic environments 389
- 22 Managing high reliability organizations 409
- 23 Building communities 427
- 24 Managing CSR Communication 443
- 25 Rating social and environmental performances 459
- 26 Managing in hospitals 477
- 27 Crowdsourcing 493
- 28 Managing and being managed by emotions 511
- 29 Changing through communication 529
- About the contributors 549
- Index 559
