Identity, identification, and branding

This essay offers a contemporary overview of issues in organizational identity, organizational identification, difference, and branding, including references to personal experience, work trends, and popular culture. Along the way, we consider how certain intellectual traditions remain relevant today, as well as identify research exemplars for challenges to accustomed notions of identity in and around organizations. We conclude with some suggestions for reflection on research and practice, and with a series of discussion questions for students and other readers