Higher education as object for corporate and nation branding
Between Equality and Flagships
Bibliographic Data
| ID | 4545485 |
|---|---|
| Authors | Hogne Lerøy Sataøen (0000-0001-8500-1114, University of Bergen, corresponding author) |
| Year | 2015 |
| Volume | 37 |
| Issue | 6 |
| Pages | 702-717 |
| Publication date | 2015-11-02 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Higher Education Policy and Management (JOURNAL) |
| Journal identifiers | ISSN: 1360-080X • E-ISSN: 1469-9508 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/1360080x.2015.1102822 |
| OpenAlex | W2216368808 |
| Language | EN |
| Citations received | 11 |
| References cited | 37 |
Branding has become an important issue within higher education. The use of core value statements and visions are expressions of this. To be a successful brand, organisations must also make sure they are different from others. However, in both the scholarly discourse and in political rhetoric, the Nordic model highlights equal access to education and opportunities for all. Values such as egalitarianism and diversity may be difficult to fit into a frame of reference where excellence is at the centre. Historically higher education has also been an important part of nation branding initiatives. This paper asks how different branding perspectives (corporate branding and nation branding) are matched and harmonised with respect to higher education in two Nordic countries. The study shows that there is a lack of harmonisation between nation branding and corporate branding, and that the discourse on excellence is not conducive to differentiation at the organisational level
Brand equity · Business · Corporate branding · Egalitarianism · Excellence · Higher education · Nation branding · Object (grammar · Political science · Politics · Public relations · Rhetoric · Sociology · Value (mathematics · Vision · Higher Education Governance and Development · International Student and Expatriate Challenges · Organizational Strategy and Culture · Marketing
The state as an agency in the assetisation of knowledge
Silence from the brands
Similar or different? An analysis of the organisational values expressed by public and private Turkish universities
Constructing National Higher Education Brands
The impact of gender on English learning approaches for outgoing learners
Branding Higher Education
Building a Sector Reputation
Shiny on the Outside, Rotten on the Inside? Perceptions of Female Early Career Researchers on Diversity Policies in Higher Education Institutions
Changing geopolitics of higher education
Projecting the Nation(s) in Multinational Federal Systems
Evidence of hybrid institutional logics in the US public research university
Branding the nation
The steering of higher education systems
Managing national reputation and international relations in the global era
Public Sector Organizations and Reputation Management
Qualitative content analysis in nursing research
Becoming “world-class”? Reputation-building in a university merger
Sustainable urbanisation? Norwegian cabin culture in transition
Imaging Community
The competition state today
Place Branding
National Reputation Management and the Competition State
Fra slektsgård til oljeplattform
Soft power
Introduction
Making a Difference
Exploring the dimensions of brand reputation in higher education - a case study of a Finnish master's degree programme
The tension between marketisation and academisation in higher education
Struggles in organizational attempts to adopt new branding logics
| Unique citing works | 11 |
|---|---|
| Citations per year | 1,1 |
| Citation span | 2016 - 2026 (11) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 11 |