Abstract
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 language | English |
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Peer-reviewed scientific journal | International Studies of Management and Organization |
Volume | 45 |
Issue number | 2 |
Pages (from-to) | 164-179 |
Number of pages | 16 |
ISSN | 0020-8825 |
DOIs | |
Publication status | Published - 2015 |
MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management