Research on branding is an established sub-discipline in the higher education literature. However, studies in this field have somehow produced contradictory results: some studies point at isomorphism, others find differentiation. Our study wants to offer a possible explanation for this paradox, by proposing a more nuanced view on brand communication. Based on a multiple case study of three Flemish universities, our results mainly point at isomorphism in communication channels with a general focus that are addressed towards a broad audience. In specific communication channels, targeted towards specific stakeholders, we identify high levels of differentiation. We discuss these findings against the background of the strategic ambiguity perspective on communication in complex stakeholder environments.

品牌研究是高等教育文献中一个既定的子学科。然而，该领域的研究以某种方式产生了相互矛盾的结果：一些研究指向同构，另一些研究发现差异。我们的研究希望通过对品牌传播提出更细致入微的观点，为这一悖论提供一个可能的解释。基于对三所佛兰德大学的多个案例研究，我们的结果主要指向通信渠道中的同构，其总体重点是面向广大受众。在针对特定利益相关者的特定沟通渠道中，我们确定了高度差异化。我们在复杂利益相关者环境中沟通的战略模糊视角的背景下讨论这些发现。