Branded space-times : narrative production of organisational identity and image

In this paper we explore what branding strategy constructs socially in an organisational setting. To this end we approach brands from a geographical perspective as epistemic objects that organise the spatial relationship between brand strategy and everyday work-life. Through an empirical case of discussions and contradictions related to branding in a university research centre, we explore how branded space-times are constituted through stories-so-far, individual and collective narratives that intersect in an online discussion mail list concerning the possible need for formulating a proper branding strategy. Our narrative analysis reveals that the vague boundary conditions of these space-times, allowing for multiple inclusions and exclusions, turns branding into an effective mode of governance that is met with very little resistance. However, our case suggests that branding gives rise to branded space-times of faith in and through which the organisation’s academic identity and image are negotiated. In this context branding emerges as a possible source for alignment in a deeply disjointed try to simultaneously find something in common and to set apart