In today's highly competitive landscape, universities are increasingly relying on branding as a strategic tool to attract students, faculty, and funding. However, this reliance on branding has sparked a debate regarding the ethical implications of extreme branding practices, often referred to as grandiose branding. Critics argue that these practices may lead institutions to prioritize image over substance, potentially prompting ethically and morally questionable behaviors within organizations. Moreover, there are concerns that branding efforts could serve as a façade, masking underlying failures or shortcomings within the institution. This raises important questions about the balance between maintaining competitiveness and upholding integrity in higher education branding strategies. In this episode, Prof. Kimmo Alajoutsijärvi shares his perspective on this issue. Without further ado, let’s check out the video for insightful knowledge from Prof. Kimmo Alajoutsijärvi!

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