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Sub-sector branding and nation branding: the case of higher education
Örebro University, School of Humanities, Education and Social Sciences.ORCID iD: 0000-0001-8500-1114
2019 (English)In: Corporate Communications. An International Journal, ISSN 1356-3289, E-ISSN 1758-6046, Vol. 24, no 3, p. 425-438Article in journal (Refereed) Published
Abstract [en]

Purpose: This paper concerns public sub-sector branding within the higher education (HE) system. The purpose of this paper is to investigate how public sub-sector branding within HE is organized and how it is influenced by the use of national values, traits and characteristics.

Design/methodology/approach: The study relies on two data sources: first, the paper benefits from a data set of one-stop web-portals for HE from the 23 countries listed in Times Higher Education’s top-60 universities ranking. Second, it builds on a sample and brief overview of Norway’s sub-sector branding of its HE sector.

Findings: Expert authorities within the HE sector are legally and organizationally responsible for sub-sector branding, and they establish coordinated and coherent web-portals. In practice, however, nation-branding concerns are influencing on how the HE sub-sector is branded. The paper concludes with a discussion of democratic implications, and points to paradoxes arising from the use of national clichés and characteristics in this highly international sub-sector of the public realm.

Originality/value: The paper informs discussions about public sub-sector branding within HE, a phenomenon that thus far has not been systematically studied. The practical applications of such a study are evident, as branding is becoming more important in the public sector in general, and in HE in particular.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019. Vol. 24, no 3, p. 425-438
Keywords [en]
Corporate governance, Public sector organizations, Corporate branding
National Category
Media and Communications Public Administration Studies
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-74694DOI: 10.1108/CCIJ-05-2018-0056ISI: 000486159300003Scopus ID: 2-s2.0-85067891107OAI: oai:DiVA.org:oru-74694DiVA, id: diva2:1325038
Available from: 2019-06-14 Created: 2019-06-14 Last updated: 2019-11-14Bibliographically approved

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Sataøen, Hogne L.
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Citation style
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