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.
|Peer-reviewed scientific journal||International Studies of Management and Organization|
|Number of pages||16|
|Publication status||Published - 2015|
|MoE publication type||A1 Journal article - refereed|
- 512 Business and Management