M.S MARKETINGBRANDING DR. OSMAN KHANUNIVERSITY OF CENTRAL PUNJAB |
LITERATURE REVIEW |
HAFSA KHAN L1F15MSMK0007SAIRAZAKIR L1F15MSMK00085/28/2016
THE CONCEPT OF BRANDING IN HIGHER EDUCATION
Bennett and Ali-Choudhury ( 2007 p4 ) suggest that a university brand is “a manifestation of the institution’s features that distinguish it from others , reflect its capacity to satisfy students’ needs, engender trust in its ability to deliver a certain type and level of higher education, and help potential recruits to make wise enrolment decisions”. Stamp (2004) gives a number of factors for higher education (HE) branding ...view middle of the document...
In summary,it seems that what existing work has been undertaken in the area of applying branding theory to HE institutions has largely been borrowed from non-education sectors (Hemsley-Brown and Oplatka, 2006; Maringe, 2005) and little empirical work has been undertaken to establish what underpins a successful university.
RECRUITING NEW STUDENTS:
Recruitment of new students is a big challenge for universities in an increasingly competitive higher education sector (Bock et al., 2014 and Joseph et al., 2012).It has been suggested that providing information to help students in choosing universities requires the development of unique selling points, and effectively communicating these to potential students (Veloutsou, Lewis and Paton, 2004). Temple(2006 p.18) argues that the brand of a university emerges as a function of how well the institution performs in meeting its students needs, and is therefore the result of being effective as an institution, rather than its basis.
According to Gibb’s (2000) statement ability and capacity of student’s entrepreneurship have got to sustain through educational program. Where Baldeston (2000) stated, globally higher education plays a major role in developing specialists for lasting growth.
PERCEIVED QUALITY, RANKING AND REPUTATION:
Higher education institutions are “strongly concerned with reputation and distinction” (Geiger, 2004, p.15) (Suomi, Kuoppakangas, Hytti, Hampden-Turner, & Kangaslahti,2014) says “Reputation management is extremely challenging, as different groups assess an institution's quality and reputation on the basis of how the university has met their particular expectations.” According to Van Vught (2008) the reputation is the image (of quality, influence, trustworthiness) the institution creates for others .The reputation and the quality of an institution might make related, but they don't need should be identical, which is the reason organizations might attempt their outside pictures done numerous ways, furthermore not just by expanding their quality. (Van Vught, 2008). Assessing quality before enrolling and judging reputation both become difficult, so branding can work as a short cut measure of the whole criteria that tells student decision making (Jevons, 2006).
A university’s excellent reputation may transmute into several benefits, first, reputation may contribute to captivate top series teachers (Lemmink, Schuijf, & Streukens, 2003). Second, it may positively effect students preferences in social and academic life.(Arambewela & Hall, 2009; Park, 2009). Moreover, a university’s good reputation is attractive to students (Bourke, 2000) because it is expected that such image and reputation will create better opportunities for them in future.A university’s ranking position is a prove of its academic quality, and students who got the degree from a university with a higher ranking position is more upscale in the market, and helps...