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The University Branding Game

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  • Hanna-Mari Aula
  • Janne Tienari
  • Arild Wæraas

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.

Suggested Citation

  • Hanna-Mari Aula & Janne Tienari & Arild Wæraas, 2015. "The University Branding Game," International Studies of Management & Organization, Taylor & Francis Journals, vol. 45(2), pages 164-179, April.
    • Handle: RePEc:taf:mimoxx:v:45:y:2015:i:2:p:164-179
    DOI: 10.1080/00208825.2015.1006015
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    Cited by:

    1. Päivikki Kuoppakangas & Kati Suomi & Jari Stenvall & Elias Pekkola & Jussi Kivistö & Tomi Kallio, 2019. "Revisiting the five problems of public sector organisations and reputation management—the perspective of higher education practitioners and ex-academics," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 147-171, December.
    2. Brian H Spitzberg, 2018. "Framing the Game: An Architectonic Analogue for Meta-Theorizing Academic Activities," Studies in Media and Communication, Redfame publishing, vol. 6(1), pages 11-25, June.
    3. Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.

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