This article focuses on the need for a distinct brand identity and for multi-location harmonisation in the copycat environment in which Master’s degree programmes operate. Seemingly inherent in this is a dichotomy, the tension between building a distinct reputation for a brand identity on the one hand, and seeking harmonisation on the other. In other words, this study explores the construction of a brand identity in the context of higher education in order to find out which particular characteristics of the university’s identity could be used to create and sustain a differential advantage in the global marketplace and how this is affected by location choices. De Chernatony’s (1999) conceptualisation of brand identity is used as a basis, and his model is discussed in relation to the branding of a Finnish Master’s degree programme. The qualitative empirical data were gathered in semi-structured interviews conducted with stakeholders in the multidisciplinary programme, and through the observations of one of the authors as its leader. The results reveal that the development of the brand identity began several years before the programme planning started. It is also evident that the controversial cooperation between two different disciplines has paved the way for cooperative activities at the level of the university consortium. This study contributes to the discussion on brand identity in identifying place as a new component in the higher-education context.