Developing brand management as a dynamic capability in a higher education institution: a case study of HEI X
Vogasianos, Eva-Maria (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120432329
https://urn.fi/URN:NBN:fi:amk-2025120432329
Tiivistelmä
Education, an intangible service, is a high-risk investment due to its inherent service characteristics. Higher education institutions must address the differing needs of diverse stakeholder groups to maintain meaningful relationships. Brand management in higher education takes place in an environment shaped by globalization, massification, and intensifying competition, where branding supports differentiation, simplifies complex choices, and signals quality and reputation.
This thesis draws on literature related to higher education strategies, brand management, service branding, and dynamic capabilities. The thesis examines how brand management can strengthen the competitive advantage of a Finnish higher education institution (HEI X) by improving brand consistency, internal alignment, and brand identity development. The thesis adopted a strategic view of brand management as a dynamic capability that supports organizational learning, problem-solving, and coordinated governance. The objective was to develop holistic under-standing of how brand management can function as a strategic competence within HEI X.
The research was conducted as a case study. The empirical research consisted of an online survey targeted at HEI X’s internal communications team and a benchmarking analysis of peer organizations, both conducted during 2025. The online survey examined the current state of brand management, drivers of brand identity development, and conditions necessary to establish brand management as an organization-wide capability. Benchmarking provided an external comparison and identified where HEI X’s practices differ from sector-leading organizations. Together, these methods generated a comprehensive view of brand management strengths, challenges, and improvement areas within the case organization.
The study concludes that brand management should be developed into a holistic and dynamic capability enabling HEI X to respond effectively to its competitive environment while safeguarding a coherent and distinctive brand identity. Strengthening internal alignment, cross-unit collaboration, leadership commitment, and comprehensive guidance systems will enhance brand competence, improve service delivery, and support long-term competitive advantage in the higher education sector.
This thesis draws on literature related to higher education strategies, brand management, service branding, and dynamic capabilities. The thesis examines how brand management can strengthen the competitive advantage of a Finnish higher education institution (HEI X) by improving brand consistency, internal alignment, and brand identity development. The thesis adopted a strategic view of brand management as a dynamic capability that supports organizational learning, problem-solving, and coordinated governance. The objective was to develop holistic under-standing of how brand management can function as a strategic competence within HEI X.
The research was conducted as a case study. The empirical research consisted of an online survey targeted at HEI X’s internal communications team and a benchmarking analysis of peer organizations, both conducted during 2025. The online survey examined the current state of brand management, drivers of brand identity development, and conditions necessary to establish brand management as an organization-wide capability. Benchmarking provided an external comparison and identified where HEI X’s practices differ from sector-leading organizations. Together, these methods generated a comprehensive view of brand management strengths, challenges, and improvement areas within the case organization.
The study concludes that brand management should be developed into a holistic and dynamic capability enabling HEI X to respond effectively to its competitive environment while safeguarding a coherent and distinctive brand identity. Strengthening internal alignment, cross-unit collaboration, leadership commitment, and comprehensive guidance systems will enhance brand competence, improve service delivery, and support long-term competitive advantage in the higher education sector.