Contemporary Branding Strategies for Higher Education

Abstract

“Brand” is a term relating to organizational activities designed to synthesize and manage various complementary elements, such as visual identity, online presence, and reputation, in order to create a tangible sense of value to which people can make emotional attachments. “Higher education” refers to universities and other similar organizations that offer qualifications at degree level and above, and it represents the upper-most level of formal education in most countries. “Students” in this context are individuals attending university to study degree-level qualifications at bachelor’s, master’s, and doctorate levels.

Keywords

• higher education
• branding
• brand success
• marketing
• post 1992
• university