ACADEMIC BRANDING: Individual and Institutional Perspectives

Abstract

Branding occurs in the business world and non-business (social, cultural, political, etc.). Branding is not only useful in the professional realm but also academically. In short, branding has intruded on almost all fields of postmodern community work. This article elaborates on branding in the academic sphere, whose needs are progressively pressing amid increasingly fierce competition. By interviewing academic actors and stakeholders, we construct and examine academic branding dimensions from two perspectives: individual and institutional. From an individual perspective, academic branding works on the aspects of scientific profiles, scientific activities, scholarly works, scientific recognition, and scientific achievements. Meanwhile, academic branding embodies the portfolio dimensions of research, education, and community service activities from the institutional perspective. Academic branding impacts an educational organization's reputation and credibility and contributes to the scholars' personal branding performance and organizational branding in which the scholars ensconce.

Keywords

• scientific profile
• scientific activity
• scholarly works
• scientific recognition
• scientific achievement