Strategy, Identity and Branding for universities; Report
NIFU step paper by Bjørn Stensakers
Increased national and international competition within higher education has triggered a renewed interest in strategy and branding in the sector. Higher education institutions (HEIs) are, as a consequence, currently re-examining their profile and image to external constituencies.
The paper addresses the problems HEIs face in this process, and points to the benefits and dangers of branding as a strategy for survival in the higher education market. It is argued that some of the greatest challenges facing HEIs in this process are not external but internal, and that they need to pay more attention to their identity as a starting point for any attempt to improve their competitiveness in the future.
Source: NIFU step