“…Previous studies of student‐choice models have tended to focus on the impact of factors such as price, cost, location, ambience, program choices (Aurand, Gorchels, & Judson, ; Vrontis, Thrassou, & Melanthiou, ), recognition, academic instruction, and campus life (Garfield, Braker, & Graham, ) on students' intent to enroll at specific universities. Priporas and Kamenidou () include reputation among factors that affect intent to enroll, whereas Jevons () appeals to universities to differentiate themselves from competition by promoting their unique offering to attract students, staff, and industries in need of consultancy. This is reverberated by Chapleo () and Mazzarol and Soutar (), who argue that university branding and positioning strategies can help universities create a consistent and accurate image, message, and purpose, which may help create competitive advantage.…”