The number of international branch campuses (IBCs) has grown exponentially in recent years and higher education institutions are investing significant resources in them. IBCs are complex organizations, operating in a competitive environment that is simultaneously local and global, in an industry where reputation and brand are paramount. This single-site case study, conducted at an established IBC located in Eastern Europe operated by a private U.S. university, investigated how stakeholders were engaged in and influenced a specific strategy to more closely align the brand of a maturing IBC with that of the home university. Data was collected through in-depth interviews, observations, and document review, and the researcher used the Stakeholder-brand Keywords: international branch campus, stakeholder influence in higher education, branding in higher education, cross-border education, international higher education 3 Acknowledgements
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