Abstract
This paper discussed factors that influence choice of a university by students in Zimbabwe. A cross-sectional qualitative design involving the use of focus groups is used. The research revealed that choice of a university brand is influenced by a number of internal factors such as the quality of programmes offered by the institution, the brand name of institution, state of facilities, location of university, level of tuition fees, relationships and networks with stakeholders, and university visibility through communications. The implications are that universities should be treated as brands. The management focus should be on those attributes that form the core, tangible, augmented and potential components of the university brand. Key words: Brand, corporate brand management, university brand, brand attributes.
Highlights
One of the fastest growing sectors in Zimbabwe over the past one and a half decades has been higher education
The research revealed that choice of a university brand is influenced by a number of internal factors such as the quality of programmes offered by the institution, the brand name of institution, state of facilities, location of university, level of tuition fees, relationships and networks with stakeholders, and university visibility through communications
The results have shown that brand attributes that influence choice and consumption of a consumer goods are the same as for the service and in particular, higher education
Summary
One of the fastest growing sectors in Zimbabwe over the past one and a half decades has been higher education. This study will build and contribute work in corporate brand management with specific focus on higher education. In Africa, the only known research in brand management in higher education was done in Egypt (Mourad et al, 2011). No known research has been done in subSaharan Africa in brand management of higher education. As such this study will provide insight into the brand management issues of universities in Zimbabwe. This work will contribute knowledge on critical branding issues that managers of universities would need to pay attention to if they are to gain a sustainable competitive advantage on the market place
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