Quotation Kornberger, Martin. 2015. Think Different: On Studying the Brand as Organizing Device. International Studies of Management and Organization. 45 (2), 105-113.




The purpose of this essay is to analyze the brand as an organizing device that structures not only the sphere of consumption but also that of production. The essay takes its point of departure in an analysis of values. It suggests that values are a correlate of valuation devices and that these evaluation devices constitute a semantic space that is called, for want of a better term, “brand.” The brand as a semantic space makes values visible, providing a platform upon which claims, calculations, and categorizations compete, collide, and sometimes coalesce. The essay concludes by discussing the implications of this argument for, among other things, the higher education sector.


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Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal International Studies of Management and Organization
WU-Journal-Rating new FIN-A, STRAT-C
Language English
Title Think Different: On Studying the Brand as Organizing Device
Volume 45
Number 2
Year 2015
Page from 105
Page to 113
Reviewed? Y
DOI http://dx.doi.org/10.1080/00208825.2015.1006005
Open Access N


Kornberger, Martin (Details)
Research Institute for Urban Management and Governance FI (Details)
Urban Management and Governance (Meyer) (Details)
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