Strategic Brand Management in Higher Education Institutions

Abstract

This chapter delves into the pivotal role of strategic brand management in higher education institutions, focusing on how universities can effectively build, manage, and leverage their brand identities to secure a competitive edge in a dynamic educational landscape. It explores fundamental concepts and frameworks for developing and executing a robust brand strategy, emphasizing the alignment of brand identity with the institution's mission and values. Key activities include establishing core values, planning and implementing marketing programs, and maintaining brand value. The chapter underscores the importance of integrating brand values into organizational culture and maintaining a cohesive brand narrative that resonates with all stakeholders. It also highlights the necessity of a sustainable and responsible brand image, emphasizing ethical standards and social responsibility. This comprehensive guide offers university administrators, marketing professionals, and scholars practical insights and strategies for mastering brand management in higher education.