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Es­ben Kar­mark

Associate Professor

Subjects
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.