Branding higher education institutions: What it takes to be branded

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

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.

Original languageEnglish
Title of host publicationFast Forwarding Higher Education Institutions for Global Challenges
Subtitle of host publicationPerspectives and Approaches
PublisherSpringer Singapore
Pages147-162
Number of pages16
ISBN (Electronic)9789812876034
ISBN (Print)9789812876027
DOIs
Publication statusPublished - Jan 1 2016

Keywords

  • Brand identity
  • Brand image
  • Branding
  • Higher education institution
  • Marketing

ASJC Scopus subject areas

  • Social Sciences(all)
  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

Fingerprint Dive into the research topics of 'Branding higher education institutions: What it takes to be branded'. Together they form a unique fingerprint.

  • Cite this

    Amzat, I. H. (2016). Branding higher education institutions: What it takes to be branded. In Fast Forwarding Higher Education Institutions for Global Challenges: Perspectives and Approaches (pp. 147-162). Springer Singapore. https://doi.org/10.1007/978-981-287-603-4_13