The liminality of branding : Interweaving discourses ‘making up’ a cultural intermediary occupation
This article explores how the occupation of branding and the work it encompasses are discursively constituted and ‘made up’. It starts with the premise that branding is a cultural intermediary occupation about whose norms and practices we cannot assume certainty, stability or homogeneity.The study illustrates how branding is comprised of multiple social and occupational discourses, namely, ‘creati