University Branding
This scholarly article concerns the branding of universities and the various components of university branding as perceived by the consumers of education. Colleges, universities, and other non-profit organizations are now keenly aware of the value of branding.
Abstract
Every university needs a brand and an image that can be trusted and believed and that
will differentiate it from others. University brand, in fact, is the perception and reputation
developed in the minds of the people about the university or institution. It is the reaction
appears in the minds of the people when they hear or see a name or symbol of some
university or institute. This research aimed to identify key factors that are required to be
taken care of while developing university branding strategy. For this research a deductive
approach is adopted, as the main objective of this research is to investigate the influence
of attributes like awareness, acceptance, and quality on brand image of universities,
therefore, it is proposed to conduct semi structured interviews which are considered to be
a most suitable for testing of influence of different attributes on brand image. The
components used in the study are awareness, acceptance, prestige, incentives and quality.
The result of the study shows that in the university selection decision, image of the
university is the key determinant. The result also shows that the image of the university
has four key constructing factors which are quality, prestige, financial incentives, and
acceptance. Quality is found to be the strongest construct followed by prestige,
acceptance and incentives.
Keywords: Acceptance, Higher Education, Quality, Image, Prestige, Financial
Incentives.
Source: Muhammad Jawad Iqbal, Amran Bin Md. Rasli, and Ibne Hassan, https://www.econstor.eu/bitstream/10419/188050/1/pjcss082.pdf
This work is licensed under a Creative Commons Attribution 4.0 License.