The Role of Corporate Identity in University Brand Image: A Case of Private Universities of Pakistan

Abstract

The objective of the study was to assess the importance of corporate identity and brand image for private universities of Pakistan. We wanted to find out the factors of corporate identity for a university, factors of branding for a university and how branding can help a university in building its image. A primary survey was done using a predesigned close ended questionnaire. The population was undergraduate and graduate students of private universities of Karachi. Non-probability convenient sampling was done for the survey. The respondents were a total of 316 undergraduate and graduate students from private universities of Karachi. The result was analyzed by using SPSS software application. The findings focused on key factors of university branding to further increase their corporate identity and image. The study is significant because such a study has never been done in Pakistan on these parameters. The findings of the study will help private universities of Pakistan to take a course of direction in promoting their corporate identity and brand image. It was also found that the factors of corporate identify do have an impact on factors of university brand image. Brand image of a university influences the students for admission in a particular university. This research is considered a novel one because it will help the private university management to run their universities based on the findings of this study. Some study may also be done for public universities. It is also recommended that some comparative study be done with public and private universities for admission decision of the new students