The University Branding Game

Hanna-Mari Aula, Janne Tienari and Arild Wæraas

International Studies of Management & Organization, 2015, vol. 45, issue 2, 164-179

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.

Date: 2015
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DOI: 10.1080/00208825.2015.1006015

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