The destructive side of branding : A heuristic model for analyzing the value of branding practice
Scholarship on branding has made important contributions in terms of the value-creating function of branding. However, previous literature has overemphasized the creation of value for organizations at the expense of an understanding of the destructive side of branding for organizations and society. Drawing on the work of Boltanski and Thevénot, we theorize value as different in separate ‘worlds of
