Building a Brand in Higher Education

A Review of the Literature on Higher Education Institutions Brand Management

DOI

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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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  - 10.2991/assehr.k.210715.010
ID  - Hannan2021
ER  -