From Brand Success to Soft Power: How Post-1992 UK Universities Generate Resources of Global Influence
Authors: O'Sullivan, H., Alshikhy, T., Polkinghorne, M., Gennings, E.
Journal: Trends in Higher Education
Publication Date: 03/10/2026
Volume: 5
Issue: 4
Publisher: MDPI AG
eISSN: 2813-4346
DOI: 10.3390/higheredu5040107
Abstract:Introduction/problem: HE soft-power scholarship privileges national policy and elite/research intensive universities; we know less about how everyday institutional brand experience in post-1992 universities generate potential soft-power resources. Methods: three English post-1992 case studies; 24 semi-structured interviews; students, academic and brand managers; purposive sampling; recursive abstraction. Result: five mechanisms—values, culture, inclusivity, nurturing, innovation—corresponding to credibility/legitimacy, belonging/relational influence, accessibility/opportunity, human development/attachment and progress/future orientation. Discussion/contribution: soft power need not orientate only in elite prestige; post-1992 universities can potentially generate soft-power resources through credible institutional experiences, with implications for institutional branding, internationalization and educational practice.
https://www.mdpi.com/2813-4346/5/4/107
Source: Manual