Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership

Abstract

The paper reviews the literature on the concept of internal branding and its effects in the service sector in general, as well as in UK universities. In addition, the concept of employee brand support is reviewed, discussing the influence of leadership characteristics on internal branding in universities. Employee brand support is a crucial element to successful internal branding activities. A great concern is that the knowledge of internal branding and employee brand support in higher education institutions is based on knowledge imported from the business sector, and more practices should thus be adapted and implemented. It is found that transformation leadership, despite being little researched in the internal branding context, remains the pivotal element to the successful implementation of internal branding, as transformational leadership provides space for intellectual stimulation and consideration of individuals that are present at universities. Potential future research areas for internal branding studies are identified and discussed.

Emerging Internal Branding Concepts: A Case of Higher Education in Pakistan

“…Further, the universities need to be implicit about delivering the promised value and invest in employees as well as facilities that will visibly create and indicate a positive student experience". (Sujchaphong et al, 2015). This is so, because internal branding actions implant brand values amongst employees and allow them to adopt the preferred behavior.…”

Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities

“…executive level) and the department they work in (e.g. discipline, central support function) suggesting that an institution's identity is shaped by a mix of sub-cultures (Sujchaphong, Nguyen, Bang & Melewar, 2015;Harris & de Chernatony, 2001).…”

Branding higher education: an exploration of the role of internal branding on middle management in a university rebrand

“…In their recent study, Sujchaphong et al (2014) highlight employee brand support as a key element in effective activities of internal branding within a university, and Whisman (2009, p. 367) considers internal branding as "a university's most valuable intangible asset". Indeed, Chapleo (2010) suggests that internal brand management is particularly important in universities where employees are key actors in delivering brand values because of the highly personal contact with students within a typically long educational experience (Woodall et al 2014).…”

“…Prior studies have discussed the benefits of internal branding in the university context (e.g. Whisman 2009; Sujchaphong et al 2014;Dean et al 2016). However, our literature review reveals that detailed knowledge of the university branding on university middle management remains largely neglected in higher education branding literature, although it is crucial to accomplish brand 'buy in' in this important stakeholder group (see also Kuoppakangas et al 2019).…”