Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome Addresses
The transformation to a more market-oriented steering approach in European higher education challenges universities and other higher education institutions to consider developing branding or image management activities. The existing literature focuses either on the content or the style, but we argue...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Université Catholique de Louvain
2016-05-01
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| Series: | Recherches Sociologiques et Anthropologiques |
| Subjects: | |
| Online Access: | https://journals.openedition.org/rsa/1636 |
| _version_ | 1797314511469805568 |
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| author | Jelle Mampaey Jeroen Huisman |
| author_facet | Jelle Mampaey Jeroen Huisman |
| author_sort | Jelle Mampaey |
| collection | DOAJ |
| description | The transformation to a more market-oriented steering approach in European higher education challenges universities and other higher education institutions to consider developing branding or image management activities. The existing literature focuses either on the content or the style, but we argue that an integrated perspective is needed to fully grasp the processes underlying branding. In a comparative case study of ten UK higher education institutions with varying reputations – five highly reputed versus five low(er) reputed institutions – we demonstrate how and why branding is deployed in welcome addresses of institutional leaders. Our findings indicate that isomorphic tendencies are visible, although brand differentiation could also be identified between highly and lowly reputed institutions. Our findings provide support for the competitive group perspective on branding activities. |
| first_indexed | 2024-03-08T02:47:13Z |
| format | Article |
| id | doaj.art-68a8554145d8485eaa9d551476894e40 |
| institution | Directory Open Access Journal |
| issn | 1782-1592 2033-7485 |
| language | English |
| last_indexed | 2024-03-08T02:47:13Z |
| publishDate | 2016-05-01 |
| publisher | Université Catholique de Louvain |
| record_format | Article |
| series | Recherches Sociologiques et Anthropologiques |
| spelling | doaj.art-68a8554145d8485eaa9d551476894e402024-02-13T13:18:01ZengUniversité Catholique de LouvainRecherches Sociologiques et Anthropologiques1782-15922033-74852016-05-0147113314810.4000/rsa.1636Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome AddressesJelle MampaeyJeroen HuismanThe transformation to a more market-oriented steering approach in European higher education challenges universities and other higher education institutions to consider developing branding or image management activities. The existing literature focuses either on the content or the style, but we argue that an integrated perspective is needed to fully grasp the processes underlying branding. In a comparative case study of ten UK higher education institutions with varying reputations – five highly reputed versus five low(er) reputed institutions – we demonstrate how and why branding is deployed in welcome addresses of institutional leaders. Our findings indicate that isomorphic tendencies are visible, although brand differentiation could also be identified between highly and lowly reputed institutions. Our findings provide support for the competitive group perspective on branding activities.https://journals.openedition.org/rsa/1636UK higher educationbranding contentbranding stylecomparative case study |
| spellingShingle | Jelle Mampaey Jeroen Huisman Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome Addresses Recherches Sociologiques et Anthropologiques UK higher education branding content branding style comparative case study |
| title | Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome Addresses |
| title_full | Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome Addresses |
| title_fullStr | Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome Addresses |
| title_full_unstemmed | Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome Addresses |
| title_short | Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome Addresses |
| title_sort | branding of uk higher education institutions an integrated perspective on the content and style of welcome addresses |
| topic | UK higher education branding content branding style comparative case study |
| url | https://journals.openedition.org/rsa/1636 |
| work_keys_str_mv | AT jellemampaey brandingofukhighereducationinstitutionsanintegratedperspectiveonthecontentandstyleofwelcomeaddresses AT jeroenhuisman brandingofukhighereducationinstitutionsanintegratedperspectiveonthecontentandstyleofwelcomeaddresses |