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Es­ben Kar­mark

Associate Professor

Emner
Ledelse Branding Kommunikation Kultur Globalisering Multinational virksomhed

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.

Outside activities

I have no outside employments or activities