Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology

Williams, Robert L.; Osei, Collins; Omar, Maktoba

doi:10.1080/08841241.2012.705795

Cited by 21 publications

(4 citation statements)

References 43 publications

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“…First, out of the 35 relevant articles reviewed only 3 of the studies were conducted in Africa (e.g. Williams, Osei & Omar, 2012;Mourad, Ennew & Kortam, 2011). 11 were conducted in Asia (e.g.…”

Section: Discussion Of Findingsmentioning

confidence: 99%

Conceptualising University Branding: A Systematic Literature Review

Yeboah¹

2022

Proceedings of the 5th International Conference on Applied Research in Management, Business and Economics

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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.

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Section: Discussion Of Findingsmentioning

confidence: 99%

Conceptualising University Branding: A Systematic Literature Review

Yeboah¹

2022

Proceedings of the 5th International Conference on Applied Research in Management, Business and Economics

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“…The literature on higher education marketing shows that HEIs use different approaches to branding, with no universal approach that could render such marketing more effective (Sataøen, 2015;Kinyongoh, 2019). Branding is relevant to this sector due its recategorisation as part of the service sector (Williams et al, 2012). Thus, HEIs are regarded as service organisations, staff as service providers, and students as customers (Khanna et al, 2014;Woodall et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

The Student Psychological Contract as a Predictor of University Brand Evangelism in Tanzanian Higher Education:

Amani¹

2022

IJAHE

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This study sought to extend empirical and theoretical understanding of university brand evangelism as an outcome of the student psychological contract in the higher education sector. The conceptual model was developed and tested using structural equation modeling on 451 students at two colleges of higher education in Tanzania. The findings indicate that the student psychological contract influences university brand love en route to university brand evangelism. Thus, university operations should be well-defined by a social contract that stipulates the obligations of both students and staff. For students to engage in university brand evangelism, higher education institutions must fulfill their expectations as stipulated in the contract. More specifically, their staff should fulfill their obligations emanating from promises made to students. This calls for specific standard procedures to fulfill expectations and thus optimize university brand evangelism. Key words: Higher education sector, higher education institutions, university, branding strategies, student psychological contract, university brand evangelism

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“…A stream of work has been building up among academics researching the antecedents, effects and normative terms of managing and implementing branding practice in organisations impacted by a multitude of stakeholders including political players and government ownership (Matos et al, 2017). There have been studies conducted in universities (Curtis et al, 2009;Dholakia and Acciardo, 2014;Drori et al, 2013;Kittle, 2000;Melewar and Akel, 2005;Williams et al, 2012), monarchies (Balmer et al, 2006;Balmer, 2009b) and places or nations (Dinnie, 2002;Dinnie, 2007;Hankinson, 2010;Hankinson, 2007;Klijn et al, 2012;Martinez and Nicolás, 2014). Overall, establishing a strong corporate brand and managing it will assist in setting the SOE apart from its very real marketplace competitors.…”

Section: Introductionmentioning

confidence: 99%

Challenges of corporate brand building and management in a state owned enterprise

Cullinan

Abratt

Mingione

2020

JPBM

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Purpose While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important role they play in many economies. The purpose of this paper is to explore how managers perceive the significance and challenge of corporate brand building and management within a state-owned organisation. Design/methodology/approach A qualitative and interpretative research paradigm was used in the form of a case study design. This study focusses on the South African Broadcasting Corporation where executives and managers responsible for corporate branding decisions were interviewed. Findings Findings highlight the specific purposes, decision making factors, stakeholders and brand portfolio of an SOE corporate brand. Research limitations/implications Corporate brands help build brand identity and point out that a SOEs' corporate brand identity is dual in nature. The duality of mission, stakeholders and decision making, triggers brand challenges, namely, unclear corporate identity and fragmented corporate brand strategies, which must be carefully orchestrated over time and across stakeholders. Originality/value This study highlights the issues state-run enterprises face in building and managing a corporate brand and proposes an original model for SOEs' corporate brand development process.

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Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology

Cited by 21 publications

References 43 publications

Conceptualising University Branding: A Systematic Literature Review

Conceptualising University Branding: A Systematic Literature Review

The Student Psychological Contract as a Predictor of University Brand Evangelism in Tanzanian Higher Education:

Challenges of corporate brand building and management in a state owned enterprise

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