The silver bullet of branding: Fantasies and practices of organizational identity work in organizational identity change process

- Organizational identity work is increasingly professionalized under the label of corporate branding.
- The branding logic is a persuasive and self-seductive managerial fantasy.
- The branding logic functions as a form of 'silver bullet' in navigating the tensions of planned organizational identity change.
- The branding logic offers both opportunities and limitations for organizational identity change.
- The branding logic has implications on the organization of organizational identity work practices.