Higher education branding as a “sea of sameness” demands actions by higher education leadership and management
Organizational identity has received immense attention from a number of stakeholders (Bess & Dee, 2012; Stenstaker, 2015). An outgrowth of this attention can directly be tied to efforts to brand institutional activities (Wæraas & Solbakk, 2009). National and international competition has been a catalyst for branding in higher education (Stensaker, 2007). Therefore, managerial strategies such as marketing and branding have become a priority to higher education institutions (HEIs) in order to create an identity advantage at the national, regional, and international levels.