Abstract
Branding refers to strategic discourse that seeks to shape meaning in ways that are aimed at value creation. Although branding has long been explored in marketing research, it has only recently come into the purview of organizational communication scholarship. This entry outlines the place of branding in organizational scholarship, as well as the distinct ways through which organizational communication scholars have approached the study of branding. More specifically, the entry first conceptualizes branding as a communicative accomplishment that has important implications for power, control, and identity in organizational life. Afterwards, the entry outlines the three types of branding that have been most explored in organizational communication research: corporate branding, personal branding, and occupational branding. The entry concludes by exploring recent developments in the study of branding, as well as future directions for organizational communication research on branding.
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