Branding of Flemish higher education institutions: a strategic balance perspective

Jelle Mampaey*, Jeroen Huisman, Marco Seeber

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Branding of higher education institutions (HEIs) is an expanding area of research. The existing literature mainly draws on the strategic management perspective that argues that HEIs are pressured to develop brands which differentiate them from their competitors. Past studies, however, do insufficiently take into account that most HEIs are positioned in systems that contain both competitive pressures (to differentiate) and institutional pressures (to meet taken-for-granted expectations), where neither of the pressures is clearly dominant. Our multiple case study of the five Flemish universities finds that branding can simultaneously address competitive and institutional pressures and that the universities studied combine aspects of distinctiveness with elements of similarity.

Original languageEnglish
Pages (from-to)1178-1191
Number of pages14
JournalHigher Education Research & Development
Volume34
Issue number6
DOIs
Publication statusPublished - 2 Nov 2015
Externally publishedYes

Keywords

  • branding
  • Flemish universities
  • multiple case study
  • strategic balance
  • TRANSFORMATIONS
  • ORGANIZATIONS
  • UNIVERSITY
  • MISSION
  • SYSTEM

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