Internal Branding in Higher Education: Dialectical Tensions Underlying the Discursive Legitimation of a New Brand of Student Diversity

Autor/inn/en	Mampaey, Jelle; Schtemberg, Vanja; Schijns, Jos; Huisman, Jeroen; Waeraas, Arild
Titel	Internal Branding in Higher Education: Dialectical Tensions Underlying the Discursive Legitimation of a New Brand of Student Diversity
Quelle	In: Higher Education Research and Development, 39 (2020) 2, S.230-243 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0729-4360
DOI	10.1080/07294360.2019.1674252
Schlagwörter	Case Studies; Higher Education; Marketing; Institutional Characteristics; Student Diversity; Universities; Discourse Analysis; Moral Values; Foreign Countries; Reputation; Student Recruitment; Belgium + Suchen Sie Ihr Suchwort? Case study; Fallstudie; Case Study; Hochschulbildung; Hochschulsystem; Hochschulwesen; University; Universität; Diskursanalyse; Moral value; Ethischer Wert; Ausland; Belgien
Abstract	Most studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand. Drawing on the theoretical concept of discursive legitimation, we explore the strategies that contribute to an internally supported new brand with student diversity as brand value. We conducted a case study of a Flemish university college that has (largely) succeeded in achieving internal support for its new external brand of student diversity. Analyzing the case from the perspective of Critical Discourse Analysis, we specifically zoomed in on the dialectical tensions underlying the discursive legitimation of this new brand. We identified three specific tensions, which illustrate the inherent complexity of the internal branding process: authorization as (dis)empowerment, normalization as (dis)empowerment and moralization as (dis)empowerment. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01