Conceptualising University Branding: A Systematic Literature Review

Abstract

Higher education (HE) especially universities have become competitive globally. To ensure long-term success in the sector, it is important for universities to build stronger brands that will help insulate a university from its competitors. Although current brand management models have been evaluated in the context of service branding, limited studies focused on the higher education sector. The few studies in the literature have produced diverse opinions as to how university branding should be managed. It is against this background that the primary goal of this study was to enhance the understanding of university branding and propose a framework for university branding. Through a systematic literature review, the study conceptualise that university brand image, perceived service quality and university reputation are important factors that contributes to building a strong brand image. The conceptual framework developed can form the basis for further empirical investigation and adoption. Overall, the findings of this research contribute significantly to the understanding of the intricacies of higher education branding.