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Ranking and university branding: towards complementarity?
[Le classement et la marque universitaire : vers une complémentarité ?]

Author

Listed:
  • Corinne Rochette

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • Hongxia Peng

    (UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

Abstract

This research presents an exploratory study on university branding and its practices in a context characterised by important transformations: national and international competition between higher education institutions, mergers and regroupings of universities. In this context, the ranking becomes an important element of evaluation. While it is widely used in France, the practice of 'university branding' seems to be in its infancy. These two elements have a strategic dimension. They contribute to building trust between the university and its stakeholders and to mobilising energies. Qualitative and textual analyses of the communication elements presented on the institutional digital sites of 15 French universities highlight the existence of links between the ranking and the brand. However, the expected complementarity was not exploited to any great extent. The communication carried out is more like highly standardised administrative communication for most universities. Only a few universities adopt a more ambitious marketing and strategic approach, based on a university brand to which the ranking contributes. Thus, this study reveals that the potential of the university brand remains largely under-exploited.

Suggested Citation

  • Corinne Rochette & Hongxia Peng, 2016. "Ranking and university branding: towards complementarity? [Le classement et la marque universitaire : vers une complémentarité ?]," Post-Print hal-03739608, HAL.
    • Handle: RePEc:hal:journl:hal-03739608
    Note: View the original document on HAL open archive server: https://hal.science/hal-03739608v1
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    References listed on IDEAS

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