Branding in the UN System

I am a PhD Candidate at The Fletcher School of Law and Diplomacy, Tufts University, where I study branding and brand management in the context of international organizations, focusing on the United Nations (UN) system. Many of the organizations in the UN system are poorly understood by the public and other stakeholders, and support for these important institutions is in decline. With my research, I explore how branding can contribute to a greater understanding of, and support for, international organizations.

I have been studying communication issues at the United Nations, from social media to branding, for more than five years. My current thinking on branding in this context is based on more than one hundred in-depth conversations and interviews with communication and UN experts within and outside the UN system.

My research has contributed to the thinking about branding of leading UN communication experts. I am in regular dialogue with UN officials to ensure that my research, and the insight it generates, is relevant to the different organizations in the UN system.

Recent Research Outcomes

  • Presentation to UN scholars at the Academic Council of the UN System (ACUNS) annual meeting in Rome, July 2018:
    “Towards a Better Understanding of the United Nations”
  • Presentation to UN communication experts at the UN panel “UN BRANDED: A Look at Branding & Visual Identity in the UN System” in Geneva, Dec 2017: “Five Theses.” Download
  • Presentation of an academic poster at the Austrian Research and Innovation Talk (ARIT), Austin, TX, Oct 2017:
    “Branding the United Nations.” Download
  • Master’s Thesis, May 2017:
    “Strategic Communication and Branding in International Organizations: The Case of the United Nations – UN-Internal Perspective on Branding at the UN-Secretariat and the UN-System-Wide Level.” Receive thesis by sending an email to stefan.tschauko@tufts.edu.

Find more information on my current and previous research here.

Current Focus

I am currently preparing the plan for my dissertation research. To ensure that insights are relevant to the UN system and other international organizations, I continue to have conversations with interested people. Their perspectives help me fine-tune my research focus and questions.

Contact

If you would like to collaborate, learn more about this research, or receive future insights, please feel free to send me an email or connect via LinkedIn. I look forward to being in touch.