Purpose–In today's complex and highly competitive marketplace, universities and colleges,
realizing a need to develop sustainable strategies, have turned to branding as a solution …

Much of the current literature relating to international students at university level tends to
highlight their experiences from a deficit perspective and in some cases even problematises …

Purpose Given the competitive landscape in the higher education setting, it is important that
universities adopt strategies that create competitive advantage for them. Universities must …

Purpose–The aim of this study is to attempt to understand the role of content strategy
followed by leading higher education institutes in India which have created brand …

This paper considers corporate brand image, focusing on cognitive and affective brand
attributes in the context of business schools. While previous research on university or …

In this article we explore the dual role of global university rankings in the creation of a new,
knowledge-identified, transnational capitalist class and in facilitating new forms of social …

Branding is a phenomenon that has become increasingly common in higher education over
the last few years. It entails defining the essence of what a university “is”, what it “stands for” …

The purpose of this study is to examine the impact of brand equity dimensions on overall
university reputation in Georgian higher education. Fierce competition in the Georgian …

A model of the elements of a university brand was developed together with an instrument for
measuring how favorably each of these elements was perceived by a sample of young …

This article presents an exploratory study using survey data collected at two universities in
the United States to compare the criteria that public and private university students use when …