Building a Brand in Higher Education
A Review of the Literature on Higher Education Institutions Brand Management
- https://doi.org/10.2991/assehr.k.210715.010How to use a DOI?
- higher education institution (HEI), brand building, brand management, brand reputation management
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.
- © 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 -