Abstract
PurposeIn today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand ecosystem framework in order to develop branding strategies for colleges and universities.Design/methodology/approachThe key elements of the framework include: student experiences as the driving force of the university branding strategies, academic services as the core value creation activities in delivering student learning experiences that are co‐created with students and faculty, and supporting activities that are important in creating the core value.FindingsThe framework suggests that both core and supporting value‐creating activities are dynamically inter‐related and work jointly in creating student learning experiences, and ultimately, a strong university brand.Originality/valueThe paper presents the crucial elements and the relationships among them for building successful brands in higher education.
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