University Brand Research Articles

Understanding Success: An Initial Investigation Considering the Alignment of University Branding with the Expectations of Future Students

This research investigates how university students define and perceive success, an area that is increasingly important to ensuring that a university’s brand remains aligned to the expectations of future students. Over the next decade, university students will comprise members of Generation Z (Gen Z), and by recognizing this group of students’ preferences and aspirations, universities can tailor their branding, educational portfolio, and overall campus experiences to ensure that together they resonate and satisfy evolving needs and demands. Using data based on a sample of Gen Z undergraduate students undertaking their degrees at three case study UK post-1992 universities, this research adopted an exploratory, interpretivist methodology. Data collected from semi-structured interviews were analyzed using recursive abstraction to identify underlying patterns and trends within the data. The research identified five key themes that Gen Z are using to define success, and these are the following: (1) being objective and task-driven; (2) embracing fluidity and subjectivity; (3) being ethically and morally responsible; (4) having resilience; and (5) accepting and learning from failure. Recommendations were made for actions that universities should start to take to enable them to work toward achieving this.

Interpreting and enacting ‘empowerment’ in sport for development: the perspectives of UK stakeholders on a partnership-based programme in Malawi

This article examines the interpretation and enactment of ‘empowerment’ in a transnational Sport for Development programme that involved a partnership between a UK university and local stakeholders and practitioners in Malawi. In addressing whether the programme was underpinned by a neoliberal or more radical, progressive variant of empowerment, we employed semi-structured interviews with three categories of UK actors: university senior managers; university staff involved in project delivery; and student-volunteers. The findings reveal conflicting perspectives and tensions among these groups. The project staff team sought to promote a radical variant of empowerment through the programme. However, this was constrained by the use of the programme to burnish the University brand in the context of a competitive higher education marketplace and a tendency on the part of student-volunteers to uncritically position themselves as ‘superior’ to Malawian participants and view their involvement in instrumental terms. These perspectives had far reaching implications on relations of power within the programme, the extent to which it functioned on a partnership basis and whose interests were prioritised in its delivery.

Peculiarities of university brand formation in the context of political branding of the front-line territory (on the example of the city of Kherson)

Peculiarities of university brand formation in the context of political branding of the front-line territory (on the example of the city of Kherson)

University Performance in the Era of Digital Transformation

In today's rapidly developing digital era, Digital Transformation has become necessary for many institutions, including educational institutions such as universities. Digital Transformation refers to using information and communication technology to improve an organization's efficiency, quality and competitiveness. On the other hand, Brand Image is the public's perception of an institution or company, including universities. In a global context that is increasingly connected and changing rapidly, the role of Digital Transformation in higher education is increasingly becoming a main focus. This research is a type of research that uses a qualitative approach. What is meant by this type of research is in the form of a case study, which is social research which aims to interview and describe data found in the field. This research aims to find data about the problem being researched and the research result. This method will then be carried out to find out the problem that is the research theme, and the survey data will be subjected to a descriptive qualitative approach, which will explain and answer the problem formulation of this research. This research shows that the relationship between Digital Transformation and University Brand Image is very close and influences each other. Digital Transformation significantly impacts the image and reputation of a higher education institution. By effectively implementing information and communication technology, universities can improve operational efficiency, service quality, user experience, and stakeholder engagement. This directly strengthens the university's brand image as a modern, quality, innovative and solution-oriented institution.

Designing an Alternative Typeface to Reflect the Identity of the ITS Campus

This research aims to design a new typeface that reflects the characteristics of the Institut Teknologi Sepuluh Nopember (ITS) campus and can be used in a variety of contexts. The new typeface, ITS-Artistech, was created by synthesizing key features into the anatomy of Latin letters, which were extracted from the key characteristics and images of the ITS campus. The typeface is intended to be one of several typographic options that reflect ITS and to pioneer typeface production at ITS, contributing to the theoretical and practical body of knowledge on designing typefaces that reflect campus identity. The research method involved collecting data on the use of typefaces in the ITS environment and ITS profile, conducting perceptual studies to know how people perceive the images and characteristics of the ITS campus, and developing the typeface through a series of iterative refinement steps. The new typeface is a valuable resource for the ITS community, as it helps to promote the university's brand, foster a sense of community, and support the creative process and the research of typeface design. It is also a unique and distinctive typeface that is not based on any preexisting letters. The typeface is available as a digital letterform (font) that can be installed and used for a variety of purposes, including digital and print promotional materials.

Winning the battle in the mind: modelling the nexus between university corporate social responsibility and university brand positioning in the higher education sector

Winning the battle in the mind: modelling the nexus between university corporate social responsibility and university brand positioning in the higher education sector

Branding a new university: The development of Atlantic Technological University's brand identity

This paper analyses how Atlantic Technological University (ATU) successfully created a unique brand identity for this newly established university located in the west and north-west of Ireland. The opportunities and challenges presented by such a large task are reviewed. Developing a new higher education brand uniting three education institutes, each with over 50 years of history, required a team effort and considerable communication and engagement skills to ensure that all stakeholders supported the project. A strategic partnership between three Institutes of Technology, the Galway-Mayo Institute of Technology, Institute of Technology Sligo and Letterkenny Institute of Technology, was formed in 2012 and was known as the Connacht-Ulster Alliance (CUA). The goal of the CUA was to establish a university of size, scale and impact for its region, which would make a substantial contribution to higher education nationally and internationally. Developing a brand for the new university involved dedicated and motivated internal teams supported by an external branding consultancy company. This case study outlines the work of the team responsible for developing the brand identity, along with the lessons learned which ultimately resulted in a successful launch of a brand for a new university — ATU. The approaches and considerations for branding a new institution may also apply to rebranding an existing entity.

The Influence of Social Media Marketing and Electronic Word of Mouth on Interest in Choosing Dhyana Pura University, Bali Through Brand Image Mediation

This study examines the influence of Social Media Marketing (SMM) and Electronic Word of Mouth (eWOM) on the level of interest in selecting Dhyana Pura University Bali, with brand image serving as a mediator. Utilizing a quantitative research approach, data was gathered from students at the university and analyzed through SEM-PLS. The results highlight that both SMM and eWOM significantly enhance the university's brand image, which in turn positively affects students' interest in choosing the institution. The findings suggest that effective utilization of SMM and eWOM can be crucial strategies for educational institutions aiming to enhance their attractiveness and competitive edge in the educational sector.

Influence of sustainability in the positioning of the university brand: Study in universities in Medellín-Colombia

The implementation of university sustainability affects brand perceptions by conferring attributes related to commitment and reputation, especially by students. The proper management of sustainability is related to an improvement in the university brand perceived by its stakeholders, including students. For this reason, this research aims to analyse whether university sustainability positively affects brand positioning among university students. For this purpose, a theoretical and quantitative mixed-method investigation is proposed that allows the establishment of a structural model in which the relationships between the dimensions of university sustainability with the dimensions of brand positioning are evident. The empirical analysis found that some dimensions of university sustainability, such as the institutional framework, campus operations and some dimensions of the substantive functions, positively affect brand positioning in university students and generate commitment to the university from both the prestige and reputation of the brand.

Giving is receiving: exploring the linkage between university corporate social responsibility and university corporate brand legitimacy

PurposeThis study examined the influence of university corporate social responsibility (University CSR) on university corporate brand legitimacy through the lens of university brand trust.Design/methodology/approachThe study utilized a cross-sectional research design with a quantitative approach to gather data from a sample of 398 university students. The collected data were analyzed using structural equation modeling.FindingsThe findings of the study suggest that University CSR has a significant influence on the legitimacy of a university's corporate brand. Moreover, the study identified the mediating role of university brand trust in the proposed relationship.Research limitations/implicationsThe study was conducted in the context of higher education in Tanzania. As a result, the generalizability of the findings to other contexts that significantly differ from Tanzania, a developing country, may be limited.Practical implicationsThe study recommends that the management of higher education institutions in developing countries should include CSR practices in the strategic plans of universities. Additionally, faculty members should be empowered to play a significant role as initiators and implementers of CSR programs.Originality/valueThis study is one of the few attempts to examine the interplay between university CSR, corporate brand trust and university corporate brand legitimacy. The study contributes to the state of knowledge in the education sector by highlighting the role of university CSR in building social acceptance, which is a crucial pillar in empowering universities to play a role in social and economic development.

How Teachers Contribute to the Sustainability of the University Brand: Evidence from China

A brand strategy is a powerful guarantee for a university to enhance its reputation and sustainable development. An internal brand is the foundation of a university brand. Based on three variables—internal market orientation, teachers’ organizational identity, and teachers’ brand support behavior, a research model is constructed on a university’s internal brand formation mechanisms. To summarize how teachers support the university’s internal brand building, we analyzed the relationship between the three variables. This study used a three-stage sampling survey method to distribute 500 questionnaires and recovered 419 valid samples. The data from the valid questionnaires were statistically analyzed using two software programs—SPSS 24.0 and Mplus 7.2. This survey and analysis found that the three internal market orientation dimensions (internal information collection, internal communication, and feedback) are significantly positively correlated with teachers’ organizational identity and brand support behavior. Teachers’ organizational identity is not only significantly positively correlated with brand support behavior, but also mediates the relationship between the three dimensions of internal market orientation and brand support behavior. Universities should pay attention to the key roles of teachers in brand building and regard internal market orientation as an important tool for internal brand building.

Wyścig do marki uczelni przyjaznej dla klimatu. Studium Uniwersytetu Jagiellońskiego w rankingach szkół wyższych odpowiedzialnych środowiskowo

The paper addresses the issue of the potential impact of a university’s presence in the rankings of climate friendly HEIs on its brand and activities, filling a research gap in this area. It starts with a discussion of the concepts of a brand, its personality and strength, presenting selected brand rankings as well as criteria for rankings of climate friendly universities, having outlined the specificity of a climate responsible HEI brand. Afterwards it presents answers to the research questions which were obtained using the desk research method obtained using the desk research method: how the Jagiellonian University is currently performing in the rankings of climate friendly universities and what aspirational reference points can be identified for it. The subjects of the study were three leading rankings published in 2023, which assessed HEIs in terms of their climate actions and the position of the Jagiellonian University in them – both globally and in relation to groups of universities from Poland, Central Europe, European Union and the UNA Europa network. As a result of benchmarking, groups of HEIs brands were mapped as they could constitute reference points for the activities of the Jagiellonian University and other Polish universities. The impact of climate friendly HEIs rankings on the brand and activities of a university is based not only on the need to meet participation criteria, but also on creating social pressure related to comparing brands, and on the need to ensure the coherence of the brand of a climate friendly university on the principle of positive feedback loop.

The antecedents and consequences of university brand: a systematic review

University brand is becoming a research topic that is increasingly of interest to researchers and university administrators because of its great role in the context of the strong development of higher education. This research aims to review and synthesize current studies on definitions, antecedents and consequences of university brand. The study applied a systematic synthesis method of 76 articles from reputable database sources in the period 2000-2023. The research findings indicate that the antecedents of university brand are divided into tangible group and intangible group with 08 factors including brand design, facilities and equipment, human resources, training programs, financial policies, communication activities, reputation and brand personality. Furthermore, from the standpoint of approaching university stakeholders, the consequences of university brand are highlighted in this study. Finally, the study points out some policy implications for institutions and suggests some future research directions.

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

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

The Influence of Digital Communication Technology on University Branding: An Understanding of Open and Distance Learning (ODL) from Students’ Perspectives

Open and distance learning (ODL) refers to flexible educational opportunities regarding access and various knowledge acquisition methods. In the era of digital communication technologies, ODL offers flexible, self-directed learning techniques and comprehensive and engaging learning content. Most students at the Professional and Continuing Education (PACE) Universiti Utara Malaysia are working adults, meaning students would have to balance their employment and studies. It is a competitive industry, with each institution endeavouring to provide exceptional services to its stakeholders. The objectives of our study are 1) to understand students’ perceptions of PACE, particularly in ODL, and 2) to explore the motivation for students’ value co-creation, particularly in ODL. This study employed a qualitative method approach, namely, focus group discussions. The informants were current students from various learning centres (e.g., UUM Sintok, KL, JB, etc.). Our findings discovered four main themes for the perception of ODL students: communication engagement, service-dominant mindset, student experience, and knowledge sharing. Meanwhile, the motivation for students’ value co-creation in ODL is mainly because of attitude, active participants, facilities, satisfaction, brand loyalty and brand image. Our study provides some insights into value co-creation and how to position PACE's reputation in the minds of its stakeholders. As such, our findings were significant for PACE to communicate its corporate branding, and students may be more inclined to study at the university. Keywords: Open and Distance Learning (ODL), digital communication technology, university branding, distant learning students, Malaysia.

Identification of key elements of university brand in brand formation and management existing models

The article studies the main domestic and foreign models of brand formation and management. The purpose of the study is related to the key brand elements identification presented in the existing brand identity models, which are necessary for understanding the elements underlying a higher education institution brand. The existing brand models have been studied as part of the university brand formation analysis. The literature critical analysis method on the research problem has been chosen as the main research method. A number of general scientific research methods were used in the course of achieving the set goal such as analysis, problematization, generalization, synthesis, deduction, and induction. According to the empirical study outcome, the author presents the identity considered models analysis result. The presented models do not fully reflect the brand formation process, do not include all the necessary elements of the brand. Common thing to all models is the presence of a number of components such as values, brand personality, attributes, and benefits. To develop a higher education institution brand formation model, it is necessary to consider all the elements affecting its brand. Recommendations for further research related to brand formation have been given.

A STUDY ON THE IMPACT OF SOCIAL MEDIA USER EXPERIENCE ON THE BRAND PERCEPTION AND CHOICE OF CHONGQING VOCATIONAL COLLEGE STUDENTS: A GENDER-BASED MODERATING EFFECT

<p>With the vigorous development of social media in China and the increasing demand for enhancing the brand value of higher vocational colleges, the impact of students' brand experience and perceptual behavior on the brand value of higher vocational colleges on social media has become a focus that every higher vocational college cannot ignore. There are few studies in the academic community on the impact of students' brand experience and perceptual behavior on the brand value of higher vocational colleges on social media, and most of them still remain at the level of ordinary undergraduate colleges and social media teaching. However, with the rapid development of information technology, social media has become an important platform for students to obtain information, exchange views, and shape personal cognition. Therefore, this study is crucial for brand marketing and brand construction of higher vocational colleges, as well as future enrollment. This study selected 462 students in Chongqing as the research object, using AMOS structural equation modeling, through the design of social media brand experience, student perceptual behavior questionnaire, and higher vocational college brand value evaluation tool, we collected relevant quantitative data. The aim is to comprehensively understand the impact of social media brand experience and student perceptual behavior on the brand value of higher vocational colleges. The focus of particular attention is the possible moderating effect of gender on student perceptual behavior and higher vocational college brand value. The research results show that student perceptual behavior as an intermediary has a significant positive partial mediating relationship between social media brand experience and higher vocational college brand value. At the same time, gender as a moderating variable plays a significant moderating role in student perceptual behavior and higher vocational college brand value. Moreover, the moderating effect of female students is significantly greater than that of male students. This finding provides practical guidance for brand management in higher vocational colleges and helps to develop more targeted brand promotion strategies.</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/lit/0558/a.php" alt="Hit counter" /></p>

Building a brand name for universities: A case study of Ho Chi Minh City Open University

In the era of globalization and internationalization, students have many choices when pursuing their educational paths. Students today are more mobile and willing to leave their homes to study at their desired university. Building a brand name in this increasingly competitive landscape can be the primary tool for higher education institutions, particularly universities, to differentiate themselves and gain a competitive advantage. However, research on university branding is scarce, and the concept of university branding remains largely unexplored in the Vietnamese context. This study explores how a university can use banding strategies to build its brand name. The analysis utilizes an organizational perspective to gather valuable information and insights into a university’s activities to build and enhance its brand name. Ho Chi Minh City Open University (OU), a top-tiered public university with its main campuses and learning precincts in Ho Chi Minh City, Vietnam, is selected to conduct this study. The nature of the study is qualitative, and data is collected through in-depth semi-structured interviews with current leaders and staff at the University. The sample utilized in this study includes staff from various departments within the university and current and former executives to gain a comprehensive understanding and capture diverse perspectives. The key findings can be summarized as follows. First, primary stakeholders such as students, parents, staff, and others targeted by the University require different branding strategies. Second, OU can build its brand name through its students and alumni who have studied at the university. Third, OU needs a comprehensive strategy concerning brand name-building and enhancing activities with a focus on students’ affairs and communication. Recommendations have emerged based on these findings for building and enhancing the brand name of Ho Chi Minh City Open University, Vietnam.

Effect of Digital Transformation on University Brand Image with Ownership as a Moderating Variable

The digital era demands transformation from universities, including private ones. However, the effectiveness of digital transformation on university brand image can be strengthened by ownership. This research investigates the impact of digital transformation on the university's brand image, with ownership as a moderating variable. Using random sampling, we analyzed 45 private universities affiliated with Private Universities in Indonesia Region 2A. This exploratory study employed a quantitative method. The results indicate a significant positive relationship between digital transformation and university brand image, suggesting an enhancement of the university's reputation in the eyes of the public. However, the study also reveals that ownership does not mediate the relationship between digital transformation and university brand image. This suggests that each university may have different Ownership Competencies, especially in decision-making regarding digital transformation. The conclusion of this research indicates that digital transformation affects university brand image. However, specifically in the case of universities in LLDIKTI Region 2, ownership does not moderate the effects of digital transformation on university brand image. It is recommended that this research be continued using mixed methods to explore ownership moderation or test it in other regions' universities.

Increasing student engagement through digital branding in higher education marketing

As a result of the employment of social media, interpersonal contact and user involvement are made possible, which results in the modification of traditional hierarchical communication techniques and the introduction of an unexpected component into the decision-making process of customers. Even though it is considered to be a component of internet marketing, social media marketing is a crucial component for individuals and businesses that need to retain their competitiveness. On the other hand, the success of social media marketing is dependent on the presence of innovative items, the responsiveness of organizations to the market, and the construction of powerful online platforms. Twitter, Instagram, and Facebook are just some of the social networking sites that have evolved into indispensable tools for marketers. Since they enable interactive contact, these platforms are of tremendous value when it comes to the marketing of companies and services. Websites that facilitate social networking play an important part in the spread of information about educational institutions of higher learning. These websites also serve as effective means for recruiting prospective students. It has not yet been determined whether or not the content that is broadcast on these internet platforms has an effect on the cognitive processes that prospective students use when making choices about their education. The acknowledgment of user interaction on social media platforms is the most important non-financial benefit that organizations may get from their use of these platforms. When we have a thorough awareness of user interaction across a variety of platforms, we may have a better grasp of the influence that it has on how people perceive businesses. Instagram has become a significant medium for educational institutions of higher learning due to its visual-centric qualities, as well as its heightened engagement rates among a varied, youthful, and multinational community. This article places a strong emphasis on the relevance of brand equity within the context of the marketing strategy used by educational institutions of higher learning. When it comes to the idea of brand equity, there are several elements that may have an impact on it. Some of these characteristics include, but are not limited to, the personality of the brand, social credibility, and market position. It is quite necessary for educational institutions to make certain that they provide excellent services and facilities to their students. Nevertheless, the construction of a communication system that is both competent and effective is equally important for the purpose of boosting the positioning of the university's brand and effectively managing the value of its brand. The concept of "brand soul" serves as the basis for this, and it refers to the way the teachers and staff of the educational institution become the embodiment of the brand.