Educational institutions, as part of the service sector, face unique challenges in developing and implementing an internal brand management (IBM) program. Internal stakeholders generally resist branding strategy. A case study of a public U.S. university describes the branding approach, which incorporated the multiple interests into an integrated strategy. The article contributes to our understanding of -œdoing branding- in the higher education sector and the unique role of IBM before, rather than after, a branding strategy has been developed.
