A behavioural approach to university branding: An exploratory study

Abstract

Branding of universities is attracting increasing attention, as educational organisations strive to succeed in a more competitive environment. Though many universities are now adopting branding, which is operationalised as conscious development and management of the university's identity, there is little literature and research on university brands, and how they can be created and managed. This contribution explores the subject of university branding as a means of generating sustainable competitive advantage. This article concludes that success in a competitive environment will depend on effective brand differentiation based on the identification, internalisation, delivery and communication of unique brand identity that appeals to both internal and external stakeholders. Based on in-depth interviews conducted among industry experts and university administrators in Ghana, a conceptual framework is proposed for university branding, through behavioural management.