The University Branding Game

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.

Notes

UIAH exemplifies the fact that the merging universities were not uniform entities in their interests vis-?-vis the merger. While its rector was one of the most visible proponents of the merger, the most explicit resistance could be seen among the faculty and students of some UIAH departments who organized public demonstrations to oppose the merger. In the spring of 2008, they voted the rector out of office.

Additional information

Notes on contributors

Hanna-Mari Aula

Hanna-Mari Aula is a doctoral candidate at Aalto University School of Business, PO Box 21230, FI-00076 AALTO, Finland; tel: [phone]; e-mail: [email protected].

Janne Tienari

Janne Tienari is a professor of organizations and management at Aalto University School of Business, PO Box 21230, FI-00076 AALTO, Finland; tel: [phone]; e-mail: [email protected].

Arild Wæraas

Arild Wæraas is an associate professor of organization studies at NMBU School of Economics and Business, Norwegian University of Life Sciences, Christian M. Falsen vei 18, 1432 Ås, Norway; tel: [phone]; fax: [phone]; e-mail: [email protected].