Esben Karmark
Associate Professor
Telephone
Office: +4538153101
Departments
Department of Management, Society and Communication
Room: DH.V.2.23
Leadership
Branding
Communication
Culture
Globalisation
Multinational company
Primary research areas
Corporate Branding
Corporate branding as a cultural and narrative practice, exploring the interplay between brand, culture and identity including how corporate narratives shape internal cohesion and external perceptions across stakeholder groups.
Organizational culture and identity
Organizational culture and identity as foundational contexts for branding exploring how values, beliefs and identity shape branding strategies and impact stakeholders
I seek to advance our understanding of the links between culture, branding and organizations
I’m researching branding from a culture and identity perspective. Such a perspective underscores the role of organizational narratives in shaping branding meaning for stakeholders. It advances our understanding of branding as a socially constructed process rooted in collective identity formation.
It further helps business organizations in navigating shifting stakeholder expectations, fragmented identities, and cultural instability, maintaining coherence and authenticity while adapting brand narratives to rapidly changing internal and external contexts.