ABSTRACT
This chapter discusses the conceptualise branding as a semiotic activity. It provides an overview of critical-discursive approaches to the branding of products, places and politics. The chapter illustrates the approaches through an analysis of the practices employed by the John Lewis retail chain to manage internal audiences' perception of the brand. It focuses primarily on explorations of the way in which corporations seek to manage the meaning that their stakeholders attach to brands. The case study focuses on the practices used by United Kingdom retail corporation John Lewis to manage its perception by internal audiences, looking at how the corporate brand is presented and promoted in the training materials given to new organisational members. The case study illustrates the subtlety with which such resources can be used to shape relationships not only with consumers, but also a range of other stakeholders.
