The role of the brand in higher education has been considered as very important. The brand is possibly the most important connection a prospective student has with an institution. The brand of a university carries with it a promise of a particular level of service and student outcomes. In the case of education, the service is more than a simple set of tangible features but is a complex bundle of benefits that satisfy customer’s needs (Clarke, 2009).
Because a university as a service organization is one large, undifferentiated mass of people and process, coupled with the unique characteristics of its services, the marketing challenge has been how to differentiate these organizations in the market place so that they will be preferred by consumers
…show more content…
By understanding how higher education institutions create desirable brands, universities can attract world-class faculty, sponsorship, and high-quality students, leading to improved public image and goodwill (Hemsley-Brown et al., 2016).
Before clarifying the next point, some concepts need to be clarified. Brand Reputation, Brand Image and Brand Identity:
University Reputation: a spread of opinion regarding an entity or as an interaction between stakeholders in which the university has no direct impact. A perception of quality associated with the name, in the university environment perceived brands can be used by as a quality indicator, may be determinant in the future willingness to repurchase or recommended the services offered by the university to others. A good reputation can be passed from one department to a new department or from one branch to another (Shyle, 2015). While university reputation has traditionally been the main indicator for the uniqueness of a higher education institution, with the emergence of branding, the adoption of concepts such as brand identity, meaning, image, and reputation are becoming increasingly important (Hemsley-Brown et al.,
…show more content…
Image can be affected by a series of factors: academic excellence, friendships formed, feelings of pride as graduate students, and the national image of the university, the image of the university’s level of research, social events and homogeneousness among students. Also affected by ancillary services which include: library, computer laboratories, the availability of quiet zones and areas for study (Shyle, 2015). Students perceive the image of their HEI in relation to other HEIs (Williams Jr & Omar,
What stands out about American universities today? Is it the academic opportunities offered to students, experienced faculty, or strong sense of community? Or...perhaps they have lost their focus. It is not uncommon for universities to focus their efforts and budgets elsewhere; by building state of the art gyms, for example, remodeling luxury dorms, grooming campuses, or creating more management positions. College students and professors alike are subject to the nationally occurring changes in higher level education. Colleges are becoming commercialized and tuition is rising, but is the quality of education improving? In “Why We Should Fear University, Inc.”, Fredrik DeBoer is able to provide a personal take on the issue of corporate domination
No matter whether it is a facility being upgraded or a volunteering opportunity being organized, a university primarily strives to stimulate students’ enthusiasm, find their real interests, and establish a careful view of the world. Edmundson claims that universities undergo such changes because “Schools want kids whose parents can pay the full freight” (43). Despite the construction projects and campus upgrades, the quality of educational diversity relies on the students, a group of talents that is carefully selected by the admission office. The admission rate for elite universities has remained low for years. With more competition in the educational market, universities are still strict on their principle of recruiting talents. The better resources provided the more quality that schools expect to see from their students. The quality of teaching and the standard of education do not decline as a result of funding
The biggests explain I can think of is University Of michigan. They are famous for their football team. But do you know what else they are famous for? There science department. University Of Michigan get peoples attention only for football of science department what about other major? The major that could matter but don't get enough attention. This world of education is turning to only science majors and math or the football team. There classes like writing, speech, art and etc is turning into basic classes that supports science and math. The high the test score in these subject the better the rating for universities. What about the success rate of students? No college wants to rate themselves by the number of murders, suicides, failures, or dropouts. They all hide the negative side to attract the students to come to their college. Colleges are turning education into a business. They do this by adding classes that are not a part of their major, increasing the prices of books, and high tuitions that cause students to pile up with student
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
To begin with, there are valid points made. For starters universities need to stop considering themselves as businesses and stop putting business first, and
The University’s credibility and ability to fulfil its mission is dependent on how it is perceived by accreditation authorities, faculty, students, funders and other stakeholders. The value attaching to the qualifications that students devote time and effort to is dependent on the university’s credibility.
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
Based on the literature review, reputation is a significant driver in creation of value or the obliteration of it. A number of the consumers consider reputation of a company as their most substantial purchasing criteria. Reputation provides a unique competitive advantage which enables companies to overtake the market. A decrease in reputation is linked with average market loss. Due to globalization, financial and economic unrest, growing business complexity, the news cycle rapidity and the evolution of social media companies are more vulnerable than ever. Today it’s hard to predict crisis which can be harmful to the most carefully build reputation. For example Volkswagen’s reputation has continued to be damaged by the revelation that it cheated emission tests. The company has a had a strong reputation for value but that reputation is now tainted. With different stakeholders all brands need to take care of their solid
3] Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57, 1–22.
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
Identity based brand management has its main cause for repositioning, if a brand’s consistency and continuity are harmed. Continuity requires the retention of a brand’s essential characteristics over time. Consistency refers to the avoid-ance of controversy within the repositioning strategy in comparison to its former positioning. The major importance is to not overstretch the repositioning by changing too many characteristics of the brand, which would otherwise lead to a destroyed brand identity (cf. Kapferer 2008, p.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.
Branding on consumer purchase decisions. In order to comply with this a questionnaire was prepared and survey has been conducted among 100 respondents and data revealed that brands have strong influence on purchase decision.