The university branding game: Players, interests, politics

Hanna-Mari Aula, Janne Tienari, Arild Wæraas

Research output: Contribution to journalArticleScientificpeer-review

26 Citations (Scopus)


In this article, we argue that university branding can be understood as a political game. Analyzing a new university created in a merger, we demonstrate how branding is characterized by different interests among players with different means to influence brand development. We suggest that university branding is a fundamental question of organizational purpose, connected to identities and (dis-)identification of internal and external players in a particular socio-cultural and societal context, not a mere marketing and communications exercise.
Original languageEnglish
Peer-reviewed scientific journalInternational Studies of Management and Organization
Issue number2
Pages (from-to)164-179
Number of pages16
Publication statusPublished - 2015
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management


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