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 language | English |
|---|---|
| Title of host publication | Fast Forwarding Higher Education Institutions for Global Challenges |
| Subtitle of host publication | Perspectives and Approaches |
| Publisher | Springer Singapore |
| Pages | 147-162 |
| Number of pages | 16 |
| ISBN (Electronic) | 9789812876034 |
| ISBN (Print) | 9789812876027 |
| DOIs | |
| Publication status | Published - 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)