Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the…

Branding is now widely used by higher education (HE) institutions, yet questions still surround the transference of private sector concepts to a university context. This article reports on findings from studies that investigated the brand promises of four UK universities--one from each of the HE "mission groups." The evidence indicated…

In today's instantly interconnected world, sectors like higher education, which were once considered safe havens, are now being exposed to competitive forces. Education is an experiential service where the active involvement of both the service provider (higher education brand) and the consumer (student) is important. This research paper…

This paper aims at exploring student needs and motives to pursue higher education in Syria. Based on the model of student buyer behavior developed by Kotler and Fox in 1995, the study focuses on the first step of this model, so-called motives. The study results are based on qualitative data collected by means of semi-structured styles of…

Internationalization of higher education is now a reality, impacting on higher education across the world in different ways and leading to different consequences. It presents varied challenges, opportunities and even risks requiring equally varied responses from universities. African universities are also engulfed in this context and, in addition…

Quality of education has been a concern for decades. Gradually it is becoming more specialised and commercialised throughout the world. In this study a sample of 400 students were taken from the five renowned private universities of Bangladesh for measuring perception toward education quality of existing students. Principle component analysis was…

American universities receive millions of dollars worth of media exposure every year via Public Service Announcements (PSAs) broadcast during their respective school's athletic competitions. This research explores the message strategies and executional devices used by NCAA FBS (National Collegiate Athletic Association Football Bowl Subdivision)…

In this difficult economic climate state policy makers are increasingly focused on higher education as an economic development tool. Many rust belt states are looking to transform themselves from a state dependent on manufacturing and agriculture to a more diverse knowledge based economy. Many nations use higher education as a catalyst for…

This paper attempts to explore the effectiveness of UK universities' websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the…

The landscape of higher education is more competitive now than ever before. Colleges and universities are changing and refocusing their identity, missions, and strategic visions to better serve students, prospective students, partners, and other external constituencies. As a result, many colleges and universities have changed their name to…

As has been the case with other public services, the Spanish university system has, over the last few years, undergone radical changes that have completely transformed the form and type of activities carried out therein. The far-reaching effect of these changes and of others that will probably occur in the not too distant future obliges the…

This study explores the development of a quantitative research designed to examine the accreditation system of undergraduate Business Administration program in private universities in Jordan, in comparison with the standards of the Quality Assurance Agency (QAA) in the United Kingdom. The research has set out a description of Jordanian…

Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study investigates the internal communication of the university brand…

An analysis of ranking data, taken from "Maclean's" magazine's 2001 rankings of the 47 Canadian universities, is presented. Consistent with previous research, the rank data show that the specific measures and indices used by the magazine are inconsistently related to each other and to the universities' final assigned rankings. Some implications…

An exploratory study surveyed 59 colleges and universities concerning their advertising practices, specifically media usage, importance of communication objectives for institutional messages, and the importance of audiences targeted for advertising. All major media were used by most of the institutions. Communication objectives mentioned most…