Title: Branding higher education institutions: challenges and potential strategies

Authors: Arun Vijay Subbarayalu

Addresses: Quality Measurement and Evaluation Department, Deanship of Quality and Academic Accreditation, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia

Abstract: This study is based on the general review of the challenges faced by HEIs during the branding process and further recommends suitable strategies for branding universities. The most prominent challenges facing the HEIs to brand themselves are their inability to create the brand identity, difficulties in communicating the brand through appropriate brand-building activities, cultural issues affecting HEIs, pros, and cons of making alliances and partnerships, and insufficient infrastructural facilities to showcase its brand value. The strategies suggested includes: 1) designing creative logos and slogans; 2) identifying the competitive advantage and communicate it to its stakeholders through appropriate channels; 3) inculcating 'institutional brand' as a culture among employees; 4) establishing strategic partnerships with other universities; 5) providing start-of-art digital platforms and online presence. These strategies would also help HEIs develop appropriate brand management practices and position themselves to achieve a competitive advantage in the global market.

Keywords: branding; challenges; higher education institutions; HEIs; strategies.

DOI: 10.1504/IJEED.2022.119335

International Journal of Education Economics and Development, 2022 Vol.13 No.1, pp.58 - 75

Received: 16 Jun 2020
Accepted: 12 Nov 2020

Published online: 15 Nov 2021 *

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