A model for the branding of higher education in South Africa

Abstract

In this article a proposed model for the branding of higher education institutions is provided. The model describes, among others, the internal practices that have a profound impact on branding and on an institution's overall reputation and image. The authors argue that a strong internal focus is necessary before a meaningful brand experience can be embarked on that will ultimately result in unprecedented benefits, even for relatively new institutions. In South Africa the need for more scientific approaches towards the branding of higher education is enhanced by a number of realities, such as a history plagued by inequalities; new policies directed to eradicate the very same inequalities; private higher education; increased diversity in types of institutions; increased reliance on partnerships and alliances; increasing competition between institutions; increasing reliance on private funding for public higher education; a demand for quality; pressure to find solutions to the growing financial problems faced by institutions; and the current merging and incorporations of higher education institutions. The proposed model is based on two overarching fundamentals, namely the experience economy and its relatedness to brand, as well as relevance and branding, which should follow an integrated approach that could ultimately lead to successful external branding.