Ranking and university branding: towards complementarity?

Le classement et la marque universitaire: vers une complémentarité ?

Corinne Rochette () and Hongxia Peng
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Corinne Rochette: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA - Université Clermont Auvergne
Hongxia Peng: UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This research presents an exploratory study on university branding and its practices in a context characterised by important transformations: national and international competition between higher education institutions, mergers and regroupings of universities. In this context, the ranking becomes an important element of evaluation. While it is widely used in France, the practice of 'university branding' seems to be in its infancy. These two elements have a strategic dimension. They contribute to building trust between the university and its stakeholders and to mobilising energies. Qualitative and textual analyses of the communication elements presented on the institutional digital sites of 15 French universities highlight the existence of links between the ranking and the brand. However, the expected complementarity was not exploited to any great extent. The communication carried out is more like highly standardised administrative communication for most universities. Only a few universities adopt a more ambitious marketing and strategic approach, based on a university brand to which the ranking contributes. Thus, this study reveals that the potential of the university brand remains largely under-exploited.

Keywords: Public management; R Text Mining Solution; university ranking; university brand; Management public; classement des universités; marque universitaire (search for similar items in EconPapers)
Date: 2016-05
Note: View the original document on HAL open archive server: https://hal.science/hal-03739608
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Published in 5ème Colloque AIRMAP ( Association Internationale de Recherche en Management Public)., May 2016, Poitiers, France

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