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The Relationship Between Branding and Organisational Change

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  • Bjørn Stensaker

Abstract

Increased national and international competition within higher education has triggered an interest in branding within the sector. Higher education institutions are, as a consequence, currently re-examining their profile and image. This article addresses the problems higher education institutions face in this process, and points to the benefits and dangers of branding as a strategy for survival in the higher education market. The aim of the article is to investigate the potential relationship between branding and organisational change. Drawing on recent insight into organisational theory, we discuss how branding, a process of linking organisational identity and the external image of a given organisation, can enhance institutional development and stimulate organisational change. We conclude that while a branding process with these characteristics is necessarily incremental and on-going, it can also maintain the social responsibility of higher education even in a period when the sector is becoming an industry.

Suggested Citation

  • Bjørn Stensaker, 2007. "The Relationship Between Branding and Organisational Change," Higher Education Management and Policy, OECD Publishing, vol. 19(1), pages 1-17.
    • Handle: RePEc:oec:edukaa:5l9g4tlg2skh
    DOI: 10.1787/hemp-v19-art1-en
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    Cited by:

    1. Vásquez, Consuelo & Sergi, Viviane & Cordelier, Benoit, 2013. "From being branded to doing branding: Studying representation practices from a communication-centered approach," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 135-146.
    2. Damian Kedziora & Elzbieta Klamut & Timo Karri & Andrzej Kraslawski, 2017. "Higher Education Offshoring as an Innovative Response to Global Learning Challenges," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 6(2), pages 239-260.

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