Use your imagination: what UK universities want you to think of them

In higher education research, theoretical approaches stressing isomorphism dominate the discourse on how higher education institutions behave' in their higher education and research systems. We argue that research should address both instances of similarity and differences. Using theoretical notions from institutionalism and the branding/marketing literature, and focusing on how UK universities are different and similar in their welcome addressesas expressions of the institutions' imageswe are able to offer a balanced view of patterns of similarities and differences as well as share findings of patterns over time (2005-2015). Using quantitative and qualitative content analysis, our findings show overall high levels of homogeneity of images across the universities. But younger and less prestigious institutions were (both in 2005 and 2015) more inclined to show distinctive images.