A framework for conceptualising and managing brand identity and reputation in higher education; an exploratory case approach

Abstract This paper examines the building of brand identity and reputation in the Higher Education (HE) context. It utilises a case study approach based upon depth interviews in a Finnish publicly funded university to explore... [ view full abstract ]

Abstract
This paper examines the building of brand identity and reputation in the Higher Education (HE) context. It utilises a case study approach based upon depth interviews in a Finnish publicly funded university to explore the dimensions that staff, students and other stakeholders consider important for reputation in higher education, and focuses on a new Masters programme as comparable to an individual product brand.
The work builds on the academic literature on branding in HE as well as brand identity and its counterpart, brand reputation. This approach is highly relevant to service contexts in which consumers and other stakeholders participate in the production process.
The particular contribution is in proposing a potential new approach to building brand identity and reputation in HE. Overall this paper enhances understanding of the process of building a brand identity and reputation in European HE, thereby contributing to the literature in that field.