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

In: Public Branding and Marketing

Author

Listed:
  • Dag Yngve Dahle

    (Østfold University College
    School of Economics and Business)

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.

Suggested Citation

  • Dag Yngve Dahle, 2021. "Brand on the Run? Marketization, Market Position, and Branding in Upper Secondary Schools," Springer Books, in: Staci M. Zavattaro (ed.), Public Branding and Marketing, pages 175-195, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70505-3_10
    DOI: 10.1007/978-3-030-70505-3_10
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