Title: A review on evolution of the concept of branding of higher education institutes in the last decade

Authors: Saroj Kumar Koiri; Subhadeep Mukherjee; Ashim Kumar Das

Addresses: National Institute of Technology Silchar, Assam-788010, India ' National Institute of Technology Silchar, Assam-788010, India ' National Institute of Technology Silchar, Assam-788010, India

Abstract: In the current era, higher education institutes are making huge investments to attract students and thereby to achieve a favourable perception from the market. The present study aims to review the trend of branding in higher education over the last ten years. This will help researchers to identify the main research gaps in the branding of higher educational institutes. This paper appends historical literature review and commentary. For the fulfilment of the objective, researchers have identified and analysed 61 relevant research articles of the said theme. This study concentrating on the articles publicised in the selected journals, under no circumstances this exploration is exhaustive, its impact will be limited to the scrutiny of the work, and the evolution of branding for higher education concepts, as recorded in those journals. Lastly, it will provide discussions and suggestions for the direction of future research on the branding of higher education institutes.

Keywords: higher education institutes; branding; research; review; perception.

DOI: 10.1504/IJBIR.2022.124124

International Journal of Business Innovation and Research, 2022 Vol.28 No.3, pp.388 - 409

Received: 28 May 2020
Accepted: 10 Jul 2020
Published online: 14 Jul 2022 *

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