Building a Brand in Higher Education: A Review of The Literature on Higher Education Institutions Brand Management Sufrin Hannan
Universitas Pakuan
Abstract
The challenges in University branding are different from commercial branding related to cultural issues, branding concepts, frameworks and brand architecture. The purpose of this review is to explore the nature of brand management literature and how it can help practitioners in the field of higher education and researchers in the field of brand management at higher education institutions in generating and refining the rationale for the research conducted. This paper reviews a number of issues such as the concept of branding in the context of higher education, marketing and commercialization, reputation management and the importance of branding in the higher education sector. An attempt was made to identify and integrate reasons into the consistent synthesis demonstrated by the use and impact of brand management on the brand value of higher education institutions for the long-term sustainability of higher education institutions.
Keywords: Higher education, Brand management, Brand value
