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Contemporary Branding Strategies for Higher Education

Helen O’Sullivan · Martyn Polkinghorne · Chris Chapleo

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

“Brand” is a term relating to organizational activities designed to synthesize and manage various complementary elements, such as visual identity, online presence, and reputation, in order to create a tangible sense of value to which people can make emotional attachments. “Higher education” refers to universities and other similar organizations that offer qualifications at degree level and above, and it represents the upper-most level of formal education in most countries. “Students” in this context are individuals attending university to study degree-level qualifications at bachelor’s, master’s, and doctorate levels.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2000An Integrative Theory of Intergroup Conflict 1989Social Identity Theory and the Organization 1991Why we buy what we buy: A theory of consumption values 2000Identity Theory and Social Identity Theory 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1997Dimensions of Brand Personality 2001Brand Community

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