Proceedings of the 5th Asian Education Symposium 2020 (AES 2020)

Building a Brand in Higher Education

A Review of the Literature on Higher Education Institutions Brand Management

Authors
Sufrin Hannan
Corresponding Author
Sufrin Hannan
Available Online 17 July 2021.
DOI
https://doi.org/10.2991/assehr.k.210715.010How to use a DOI?
Keywords
higher education institution (HEI), brand building, brand management, brand reputation management
Abstract

The challenges in University branding that have occurred are different from commercial branding related to issues of culture, branding concept, framework and brand architecture. This review aims to explore the nature of the brand management literature and how it can assist practitioners in higher education and researchers in the field of brand management in higher education institutions in generating and refining the reasons for the research undertaken. This paper has reviewed several things, such as the concept of branding in the context of higher education, marketing and commercialization, reputation management, and the importance of branding in the higher education sector. An attempt has been made to identify and integrate reasons into a consistent synthesis demonstrated by the use and impact of brand management on the brand value of higher education institutions for the long-term sustainability of higher education institutions.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th Asian Education Symposium 2020 (AES 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
17 July 2021
ISBN
978-94-6239-405-6
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.210715.010How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Sufrin Hannan
PY  - 2021
DA  - 2021/07/17
TI  - Building a Brand in Higher Education
BT  - Proceedings of the 5th Asian Education Symposium 2020 (AES 2020)
PB  - Atlantis Press
SP  - 50
EP  - 54
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210715.010
DO  - https://doi.org/10.2991/assehr.k.210715.010
ID  - Hannan2021
ER  -