 Students’ Self-Branding in a Swedish Business SchoolIngalill Holmberg and Lars Strannegård International Studies of Management & Organization, 2015, vol. 45, issue 2, 180-192 Abstract: The premise of this article is that brands help people create their identities. When institutions of higher education engage in explicit branding activities, an appearance-focused brand culture, in which a coherent system of symbols, actions, and meaning, may emerge. This article explores how students in a Swedish business school use the school’s brand for self-branding. The branding processes have implications for student postures toward their university education and the development of their self-conceptualizations. The article presents a theoretical framework for branding and for student self-branding at the studied school, demonstrates how the school is the focal point for this self-branding, identifies the branding vocabulary used at the school, and analyzes how students develop self-conceptualizations in a meaning system infused by branding. The article concludes by posing questions on the significance of self-branding in higher education. Date: 2015 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:mimoxx:v:45:y:2015:i:2:p:180-192 Ordering information: This journal article can be ordered from DOI: 10.1080/00208825.2015.1006017 Access Statistics for this article International Studies of Management & Organization is currently edited by Abraham Stefanidis More articles in International Studies of Management & Organization from Taylor & Francis Journals |
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