Exploring the secret of successful university brands

This source preferred by Chris Chapleo

Authors: Chapleo, C.

Pages: 288-303

Publisher: IGI Global

ISBN: 9781522517931

DOI: 10.4018/978-1-5225-1793-1

This data was imported from Scopus:

Authors: Chapleo, C.

Pages: 288-303

ISBN: 9781522517948

DOI: 10.4018/978-1-5225-1793-1.ch014

© 2017, IGI Global. All rights reserved. This chapter contributes to the topical area of higher education marketing by exploring how branding adds value to universities. The primary focus of exploring branding concepts associated with successful higher education brands in a UK context was chosen for this work with a view to later comparison with other countries such as the United States, where branding of universities has a longer practical and academic history. The concept of "successful" brands was explored through the extant literature, and the subsequent research identified constructs underpinning a successful university brand. These constructs were then tested among a larger sample of UK university stakeholders. The findings explored the variables associated with successful university brands and suggested significant relationships among these variables. A further stage involved qualitative exploration of current perceptions and practices in HE branding, designed to maintain currency and build ongoing research possibilities. Overall, the chapter offers suggestions for both academia and practice on what underpins a successful university brand, and the variables associated with these brands.

The data on this page was last updated at 04:42 on September 22, 2017.