Branding higher education institutions: What it takes to be branded

Ismail Hussein Amzat*

*المؤلف المقابل لهذا العمل

نتاج البحث

1 اقتباس (Scopus)

ملخص

Over a long period of time, the word ’brand’ has been used in business, marketing and advertising to distinguish the product of one unique seller from another. Today, we are living in a world of ’customerisation’ in which customers opt for a product based on their desirability and according to their favourability and loyalty to a particular product, due, perhaps, to the unrivalled quality of the brand. Given this scenario, higher institutions share similarities with business products, as the core business and product of an educational institution are teaching and learning. Hence, this chapter explains the importance of branding in higher education institutions (HEIs). It elucidates what it takes to be branded by providing some principles in creating a brand and the various steps towards branding, as well as proposes a model for the branding of higher education institutions.

اللغة الأصليةEnglish
عنوان منشور المضيفFast Forwarding Higher Education Institutions for Global Challenges
العنوان الفرعي لمنشور المضيفPerspectives and Approaches
ناشرSpringer Singapore
الصفحات147-162
عدد الصفحات16
رقم المعيار الدولي للكتب (الإلكتروني)9789812876034
رقم المعيار الدولي للكتب (المطبوع)9789812876027
المعرِّفات الرقمية للأشياء
حالة النشرPublished - يناير 1 2016

ASJC Scopus subject areas

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