An Integrative Approach to University Visual Identity and Reputation

The impact of word of mouth and university reputation on student decision to study at university

“…The university reputation can be measured by the popularity of that university (brand identity), the total number of applicants and the ratio of the amount received to the number of applicants (Indrajit & Djokopranoto, 2006). The university's reputation is also described as the overall representation held by various universities over the years (Alessandri et al, 2006). By applying the general principle of a reputation proposed by (Alessandri et al, 2006;Bromley, 2006;Caruana, 2002;Fombrun & Shanley, 1990;Gotsi & Wilson, 2001;Grunig et al, 1995) we can say that a university's reputation could be established based on the experience of college graduates in direct or indirect interaction through information from the university.…”

“…But this is not an easy thing for universities to develop in Indonesia because the increasingly intense competition with other universities. Alessandri et al (2006) also Finch et al (2013) found that the reputation of the university was crucial for new graduates looking for jobs. Therefore every university seeks to create a positive image and reputation in the face of competition with other universities.…”

“…Therefore every university seeks to create a positive image and reputation in the face of competition with other universities. Universities should be more competitive in attracting students and providing opportunities for the best employment opportunities (Alessandri et al, 2006). Each university should be able to create competitive advantage to attract the best students and work in the best companies (Finch et al, 2013).…”

Social media interaction, the university brand and recruitment performance

“…Researchers now explore more advanced branding concepts within the higher education sector (Ali-Choudhury et al, 2009), such as brand as a logo (Alessandri et al, 2006), image (Chapleo, 2007), brand awareness, brand identity (Lynch, 2006), brand meaning (Teh & Salleh, 2011), brand associations, brand personality (Opoku, 2005) and brand consistency (Alessandri et al, 2006). Mazzarol and Soutar (2012) and Sultan and Wong (2012) discuss the competitive market of higher education and argue for the importance of image and reputation to frame a university's offering, while Curtis et al (2009) postulate that HEIs feel these market pressures in many different nations.…”

University scandal, reputation and governance

“…With reputation considered to be both an outcome of PR efforts and also a measure of university performance, they assert that reputation is built based on resources and competencies and how these are communicated through PR messages and media coverage. In other words, it is the accumulated impression that stakeholders have of the university (Chun, 2005), and more specifically, of its teaching, research, and athletic programs (Alessandri et al, 2006). A favorable image in these areas has the potential to attract students, quality faculty members, and philanthropic donations.…”