In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a…

The gig economy is rapidly transforming service-based industries, including online teaching. Even before the COVID-19 pandemic forced millions of people worldwide to work remotely, gig economy teaching generated billions of dollars in revenue and was responsible for millions of lessons per month. Although the global labor market is currently…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

This exploratory qualitative research investigates branding innovation for online distance education in Australian regional universities. The purpose is to apply co-creation to specify the type of innovation and branding approach for online distance education. The research purpose was achieved by studying two regional universities in Australia.…

Identity and branding in higher education institutions is one of the many attributes of a university that potential students look for when searching for a place to study. This phenomenological qualitative study used interviews of eleven current and past students at the University of the Great Lakes (UGL) to discover what attributes of the…

Purpose: The study aims to explore strategic employer brand management by combining experiences of multiple organizations. In particular, the purpose is to identify what strategic management processes managers consider relevant to employer brand management for small- and medium-sized enterprises (SMEs). Design/methodology/approach: This study took…

Conceptualizing branding as ongoing strategic efforts formulated by transnational English medium instruction EMI)-oriented universities in today's competitive Higher Education (HE) market in order to create uniqueness for their academic programs as branded commodities, this paper (a) examines the forms of branding crafted by universities in the…

The purpose of the study was to identify how the Personal Branding Marathon with the involvement of the Ethics Supervisory Committee could influence the teacher self-branding in the settings of the digital environment if the ethics of communication is given paramount importance. The study used qualitative and quantitative methods such as a…

Purpose: The objective of the research is to evaluate the experiential branding practices of a higher education institution (HEI) in India against student perceptions. Design/methodology/approach: Using a mixed-method approach for data collection, a range of relevant attributes of the experiential brand identity of the HEI was constructed. A…

Most studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand.…

Although research on branding in higher education has grown, a specific focus on internal branding in this sector is still scarce. Brand support by mid-level administrative staff and deans is a key element in internal branding of a university. This study explores the extent to which internal branding contributes to this group's understanding of…

Through discourse analysis, this article explores strategies used in the speeches and public statements of former Education Secretary Betsy DeVos (2017-2020), as she employed marketing tactics in service of a neoliberal educational agenda. I identify DeVos's framing and lexical choices deployed to increase memory and attention salience, thereby…

What is your school library's brand? This book will help school librarians improve their practice and strengthen their influence within their learning communities, increasing positive perceptions of school libraries through developing a brand in alignment with the AASL Standards. Branding isn't just for companies and celebrities. Your school…

Globalization has increased the demands placed on higher education and increased competition among universities. In response, institutions of higher education have started to consider their online presence as a potential competitive advantage. The aim of this article is to analyze and compare Facebook activity and content created by the world's…

Purpose: The concept of employer branding has drawn the attention of both academicians and practitioners over a decade. However, inaction, the objective of the employer brand managers were hardly tapped. Therefore, this paper aims to explore the views of HR manager on employer branding activities and its implementation.…