University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand.
This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education.
Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.
Table of Contents
Chapter 1: Introduction to Strategic Brand Management in Higher Education
Bang Nguyen, TC Melewar, and Jane Hemsley-Brown
PART I: STRATEGY
Chapter 2: Co-creating brand identity: The case of UK higher education
Julie Robson, Sanjit Kumar Roy, Chris Chapleo and Hsiao Sophie Yang
Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefs
Chapter 4: Brand leadership and brand support: Influencing employees via internal branding
Narissara Sujchaphong and Pakorn Sujchaphong
Chapter 5: Competition in higher education
Francesca Pucciarelli and Andreas Kaplan
PART II: PLANNING
Chapter 6: Corporate brand communication in higher education
Elif Karaosmanoglu and Gulberk Gultekin Salman
Chapter 7: Corporate design: What makes a favourable university logo?
Pantea Foroudi and Bang Nguyen
Chapter 8: Brand image and reputation development in higher education institutions
Adele Berndt and Linda D. Hollebeek
Chapter 9: Co-creation of value: A customer-integration approach
Tim Hughes and Ian Brooks
PART III: MEASUREMENT
Chapter 10: Measuring higher education brand performance and brand impact
Chris Chapleo and Louise Simpson
Chapter 11: Building a trustworthy university brand: An inside-out approach
Sanjit Roy, Saalem Sadeque and Sathyaprakash Balaji Makam
Chapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intention
Sharifah Faridah Syed Alwi and Norbani Che-Ha
Chapter 13: Evaluating branding scales in higher education
Lesley Ledden, Stavros P. Kalafatis and Ilia Protopapa
Chapter 14: Conclusion to Strategic Brand Management in Higher Education
Bang Nguyen, TC Melewar, and Jane Hemsley-Brown
Bang Nguyen is Professor at the University of Southern Denmark, Kolding, Denmark. His research interests include branding, BtB marketing, CRM, and innovation management. Bang has published widely in journals such as Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Business Ethics Quarterly, among others.
T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK. TC’s research interests include branding, corporate identity and international marketing strategy. He has published in the Journal of International Business Studies, International Journal of Management Reviews, and Industrial Marketing Management among others.
Jane Hemsley-Brown is Professor of Marketing at Surrey Business School, Surrey, UK. She is the author of over 100 publications on consumer behaviour, choice in education markets and management decision-making, including three books: Higher Education Consumer Choice (2015), The Management and Leadership of Education Marketing: Research, Practice and Applications (2013) and Choosing Futures: Young people's decision-making in education, training and careers markets (2001).
"Convincing brand management has become a central challenge for all HEIs. The book presented by Nguyen, Melewar, and Hemsley-Brown offers an excellent opportunity to mentally penetrate and analyze the specific problem situation of HEI's and develop appropriate brand strategies and action programs. I am convinced that not only students but also practitioners in particular will benefit from reading the book." - Prof. Dr. Klaus-Peter Wiedmann, Full Chaired Professor of Marketing and Management and the Director of the Institute of Marketing and Management at the Leibniz University Hannover, Germany.
"Strategic Brand Management in Higher Education offers a unique, robust and useful perspective to all university stakeholders. The book is well organised around a strategic planning structure, updated by contemporary branding developments like co-creation. Building blocks are strategy, planning, co-creation and metrics. Well- timed to effectively meet the sector’s challenges." - Professor Bill Merrilees, Professor of Marketing, Griffith Business School, Australia.
"The book Strategic Brand Management in Higher education is a very timely topic since higher education institutions undoubtedly face severe competition, not only concerning student attraction, but also financing and funding challenges, and in attracting companies for co-operation within teaching and research. This places more pressure on institutions to move from mere communication approaches towards developing the university brand in a strategic way. The book also has an important angle since most universities’ communication is handled by administrational staff with very limited understanding on strategic marketing and branding." - Anne Rindell, Associate Professor in Marketing, Hanken School of Economics, Finland.
"This book provides a comprehensive text on all aspects of corporate brand management in the higher education sector. The editors are leading academics in the fields of corporate branding and higher education and they have assembled an excellent cast of experts to produce the most comprehensive book in this specialised field. The topics covered will be valuable to students as well as practitioners in this highly competitive sector." - Russell Abratt, Professor of Marketing, Huizenga College of Business and Entrepreneurship, Nova Southeastern University, Florida, USA.