Brand Governance of Universities Looking from the Level of Academic Review

Abstract

Brand governance of university is considered as a whole of solutions and resources to locate the university brand through quality accreditation, university ranking, and evaluation of stakeholders... A quality university brand must have high academic ratings and reputation. In the general trend, the universities can choose a set of quantitative indicators in the QS-starred rankings for internal evaluation to build strategies for developing internationalization of universities, improving teaching quality, training, and research, forming a university governance mechanism according to the goals, identifying opportunities to be compared with schools ranked at the top in the QS rankings. The results of the QS star-ranked university rankings are expected to be (i) a stimulus for universities to set development goals and improve the quality of comprehensive education in the context of integrated education; (ii) brings many advantages for universities to assert prestige/reputation in the international arena.