Brand Reputation Management within the Higher Education Sector: A Review of the Literature on Higher Education Brand Reputation Management

Abstract

The purpose of this systemic review was to explore the nature of brand reputation management literature and how the appraisal will help higher education practitioners and brand reputation researchers to engender and refine research thoughts. The paper reviewed a number of issues such as the concept of branding in the context of higher education, commercialisation and marketisation, brand reputation management and the importance of branding in the higher education sector. An attempt was made to identify and integrate the arguments into a very consistent synthesis which shows the uses and impact of brand reputation management on higher education institutions‘ brand value.