Digital Marketing and University's Brand Association

Abstract

There is a number of Digital Marketing technologies that can arguably be used to trigger and sustain branding snapshots for universities as marketing organizations, including homepage, hypertext, search engines and virtual communities, interactive digital features and social media, and push technology. Universities increasingly need to build and communicate their brand associations as differentiated brands, global brands, customized brands, valued brands, and profitable brands (Best, 2009). This paper argues that Digital Marketing technologies can be devised to build and communicate brand associations for Egyptian universities as follows: Homepage for differentiated branding, Hypertext for customized branding, Search engines, and virtual communities for globalized branding, Digital interactive features, and social media for valued branding, Push technology for good branding.