Edited by Matthew J. Brannan, Newcastle University Business School, Elizabeth Parsons, Professor of Marketing, University of Liverpool and Vincenza Priola, Department of People and Organisations, The Open University Business School, UK

‘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.’

• Contents:PrefacePaul Willis1. IntroductionMatthew J. Brannan, Elizabeth Parsons and Vincenza Priola 2. Considering the ‘Bigger Picture’: Branding in Processes of Financialization and Market CapitalizationHugh Willmott 3. Be Who You Want To Be: Branding, Identity and the Desire for AuthenticityChristopher Land and Scott Taylor 4. The Branded Self as Paradox: Polysemic Readings of Employee–Brand IdentificationSandra Smith and Margo Buchanan-Oliver 5. The Trouble with Employer Branding: Resistance and Disillusionment at AvatarJean Cushen 6. Internalizing the Brand? Identity Regulation and Resistance at Aqua-TiltStephanie Russell 7. Recruitment and Selection Practices, Person–Brand Fit and Soft Skills Gaps in Service Organizations: The Benefits of Institutionalized InformalityScott A. Hurrell and Dora Scholarios 8. The Brand I Call Home? Employee–Brand Appropriation at IKEAVeronika V. Tarnovskaya 9. Appropriating the Brand: Union Organizing in Front-line Service WorkMelanie Simms 10. Employer Branding and Diversity: Foes or Friends?Martin R. Edwards and Elisabeth K. Kelan 11. Placing Branding within Organization TheoryMatthew J. Brannan, Elizabeth Parsons and Vincenza Priola Index

Edited by Matthew J. Brannan, Newcastle University Business School, Elizabeth Parsons, Professor of Marketing, University of Liverpool and Vincenza Priola, Department of People and Organisations, The Open University Business School, UK

‘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.’

• Contents:PrefacePaul Willis1. IntroductionMatthew J. Brannan, Elizabeth Parsons and Vincenza Priola 2. Considering the ‘Bigger Picture’: Branding in Processes of Financialization and Market CapitalizationHugh Willmott 3. Be Who You Want To Be: Branding, Identity and the Desire for AuthenticityChristopher Land and Scott Taylor 4. The Branded Self as Paradox: Polysemic Readings of Employee–Brand IdentificationSandra Smith and Margo Buchanan-Oliver 5. The Trouble with Employer Branding: Resistance and Disillusionment at AvatarJean Cushen 6. Internalizing the Brand? Identity Regulation and Resistance at Aqua-TiltStephanie Russell 7. Recruitment and Selection Practices, Person–Brand Fit and Soft Skills Gaps in Service Organizations: The Benefits of Institutionalized InformalityScott A. Hurrell and Dora Scholarios 8. The Brand I Call Home? Employee–Brand Appropriation at IKEAVeronika V. Tarnovskaya 9. Appropriating the Brand: Union Organizing in Front-line Service WorkMelanie Simms 10. Employer Branding and Diversity: Foes or Friends?Martin R. Edwards and Elisabeth K. Kelan 11. Placing Branding within Organization TheoryMatthew J. Brannan, Elizabeth Parsons and Vincenza Priola Index

Edited by Matthew J. Brannan, Newcastle University Business School, Elizabeth Parsons, Professor of Marketing, University of Liverpool and Vincenza Priola, Department of People and Organisations, The Open University Business School, UK

‘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.’

• Contents:PrefacePaul Willis1. IntroductionMatthew J. Brannan, Elizabeth Parsons and Vincenza Priola 2. Considering the ‘Bigger Picture’: Branding in Processes of Financialization and Market CapitalizationHugh Willmott 3. Be Who You Want To Be: Branding, Identity and the Desire for AuthenticityChristopher Land and Scott Taylor 4. The Branded Self as Paradox: Polysemic Readings of Employee–Brand IdentificationSandra Smith and Margo Buchanan-Oliver 5. The Trouble with Employer Branding: Resistance and Disillusionment at AvatarJean Cushen 6. Internalizing the Brand? Identity Regulation and Resistance at Aqua-TiltStephanie Russell 7. Recruitment and Selection Practices, Person–Brand Fit and Soft Skills Gaps in Service Organizations: The Benefits of Institutionalized InformalityScott A. Hurrell and Dora Scholarios 8. The Brand I Call Home? Employee–Brand Appropriation at IKEAVeronika V. Tarnovskaya 9. Appropriating the Brand: Union Organizing in Front-line Service WorkMelanie Simms 10. Employer Branding and Diversity: Foes or Friends?Martin R. Edwards and Elisabeth K. Kelan 11. Placing Branding within Organization TheoryMatthew J. Brannan, Elizabeth Parsons and Vincenza Priola Index