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Brands in Higher Education

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  • Chris Chapleo

Abstract

This study explores the challenges of university branding and the qualities that make university branding different from commercial branding in terms of cultural issues, branding concepts and frameworks, and brands architecture. The literature about branding in the university sector is described and viewed in the context of exploratory interviews with 55 university managers. The results present the differences between university and commercial brandings as well as culture, brand concepts, and brand architecture. The study was conducted in U.K. universities, but similar issues in many other countries mean that the results are comparable internationally. Overall, the findings presented in this research offer a valuable contribution to our understanding of the complexities of higher education branding.

Suggested Citation

  • Chris Chapleo, 2015. "Brands in Higher Education," International Studies of Management & Organization, Taylor & Francis Journals, vol. 45(2), pages 150-163, April.
    • Handle: RePEc:taf:mimoxx:v:45:y:2015:i:2:p:150-163
    DOI: 10.1080/00208825.2015.1006014
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    Cited by:

    1. Cleopatra Moipone Matli & Tshepo Tlapana & Raymond Hawkins-Mofokeng, 2021. "The role of branding in the choice of a university of technology: A study among first years students in Kwazulu-Natal," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(7), pages 342-352, October.
    2. Marilia (Maria) KOUNTOURIDOU & Dino DOMIC, 2022. "A Grounded Theory Investigation Of The Influence Of A ‘Positive Visualisation Course’ In Brand Identity On First-Year Students’ Perceptions," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 159-171, November.
    3. Joseph, Abraham & Gupta, Suraksha & Wang, YiChuan & Schoefer, Klaus, 2021. "Corporate rebranding: An internal perspective," Journal of Business Research, Elsevier, vol. 130(C), pages 709-723.
    4. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.
    5. Emma Winter & Helen Thompson-Whiteside, 2017. "Location, location, location: does place provide the opportunity for differentiation for universities?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 233-250, July.
    6. Vo Thi Ngoc Thuy & Hoang Doan Phuong Thao, 2017. "Impact of students’ experiences on brand image perception: the case of Vietnamese higher education," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 217-251, June.

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