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ERIC Number: EJ822695
Record Type: Journal
Publication Date: 2007
Pages: 18
Abstractor: As Provided
Reference Count: 0
ISBN: N/A
ISSN: ISSN-1682-3451
The Relationship between Branding and Organisational Change
Stensaker, Bjorn
Higher Education Management and Policy, v19 n1 p1-18 2007
Increased national and international competition within higher education has triggered an interest in branding within the sector. Higher education institutions are, as a consequence, currently re-examining their profile and image. This article addresses the problems higher education institutions face in this process, and points to the benefits and dangers of branding as a strategy for survival in the higher education market. The aim of the article is to investigate the potential relationship between branding and organisational change. Drawing on recent insight into organisational theory, we discuss how branding, a process of linking organisational identity and the external image of a given organisation, can enhance institutional development and stimulate organisational change. We conclude that while a branding process with these characteristics is necessarily incremental and on-going, it can also maintain the social responsibility of higher education even in a period when the sector is becoming an industry.
OECD Publishing. 2, rue Andre Pascal, F-75775 Paris Cedex 16, France. Tel: +33 145 24 8200; Fax: +33 145 24 9930; Web site: http://www.sourceoecd.org/16823451
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A