Strategic Brand Management in Higher Education

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand.This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education.Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.

Chapter 1: Introduction to Strategic Brand Management in Higher EducationBang Nguyen, TC Melewar, and Jane Hemsley-BrownPART I: STRATEGYChapter 2: Co-creating brand identity: The case of UK higher educationJulie Robson, Sanjit Kumar Roy, Chris Chapleo and Hsiao Sophie Yang Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefsCláudia SimõesChapter 4: Brand leadership and brand support: Influencing employees via internal brandingNarissara Sujchaphong and Pakorn SujchaphongChapter 5: Competition in higher educationFrancesca Pucciarelli and Andreas KaplanPART II: PLANNINGChapter 6: Corporate brand communication in higher educationElif Karaosmanoglu and Gulberk Gultekin Salman Chapter 7: Corporate design: What makes a favourable university logo?Pantea Foroudi and Bang NguyenChapter 8: Brand image and reputation development in higher education institutionsAdele Berndt and Linda D. Hollebeek Chapter 9: Co-creation of value: A customer-integration approachTim Hughes and Ian BrooksPART III: MEASUREMENTChapter 10: Measuring higher education brand performance and brand impact Chris Chapleo and Louise SimpsonChapter 11: Building a trustworthy university brand: An inside-out approachSanjit Roy, Saalem Sadeque and Sathyaprakash Balaji MakamChapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intentionSharifah Faridah Syed Alwi and Norbani Che-HaChapter 13: Evaluating branding scales in higher educationLesley Ledden, Stavros P. Kalafatis and Ilia ProtopapaChapter 14: Conclusion to Strategic Brand Management in Higher EducationBang Nguyen, TC Melewar, and Jane Hemsley-Brown

Bang Nguyen is Professor at the University of Southern Denmark, Kolding, Denmark. His research interests include branding, BtB marketing, CRM, and innovation management. Bang has published widely in journals such as Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Business Ethics Quarterly, among others.T C Melewaris Professor of Marketing and Strategy at Middlesex University Business School, London, UK. TC’s research interests include branding, corporate identity and international marketing strategy. He has published in the Journal of International Business Studies, International Journal of Management Reviews, and Industrial Marketing Management among others.Jane Hemsley-Brown is Professor of Marketing at Surrey Business School, Surrey, UK. She is the author of over 100 publications on consumer behaviour, choice in education markets and management decision-making, including three books: Higher Education Consumer Choice (2015), The Management and Leadership of Education Marketing: Research, Practice and Applications (2013) and Choosing Futures: Young people's decision-making in education, training and careers markets (2001).