Brand on the Run? Marketization, Market Position, and Branding in Upper Secondary Schools

Dag Yngve Dahle ()
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Dag Yngve Dahle: Østfold University College

A chapter in Public Branding and Marketing, 2021, pp 175-195 from Springer

Abstract: Abstract Considering New Public Management measures in public sector education, pertinent questions are whether the level of marketization and market position affect one particular response to market exposure, namely branding efforts by schools. These issues are explored through analysis of admission statistics and branding statements by upper secondary schools in Oslo, Norway, and the surrounding areas of Follo and Romerike. The study shows that the level of marketization does affect branding efforts, as both branding focus and branding differentiation are more prominent in the marketized city of Oslo than in the less marketized areas surrounding the city. This is understood in light of institutional logics theory. Another finding is that market position affects branding efforts, as the popular, privileged schools generally demonstrate a more effective branding, based on differentiating features, than their less popular, marginalized counterparts. Theoretical and practical implications are discussed.

Keywords: Public sector branding; Organizational branding; School marketization; Institutional logics (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70505-3_10

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DOI: 10.1007/978-3-030-70505-3_10

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