Strategic Brand Management in Higher Education Routledge Studies in Marketing Series

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand.

This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education.

Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.

Chapter 1: Introduction to Strategic Brand Management in Higher Education PART I: STRATEGY Chapter 2: Co-creating brand identity: The case of UK higher education Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefs Chapter 4: Brand leadership and brand support: Influencing employees via internal branding Chapter 5: Competition in higher education PART II: PLANNING Chapter 6: Corporate brand communication in higher education Chapter 7: Corporate design: What makes a favourable university logo? Chapter 8: Brand image and reputation development in higher education institutions Chapter 9: Co-creation of value: A customer-integration approach PART III: MEASUREMENT Chapter 10: Measuring higher education brand performance and brand impact Chapter 11: Building a trustworthy university brand: An inside-out approach Chapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intention Chapter 13: Evaluating branding scales in higher education Chapter 14: Conclusion to Strategic Brand Management in Higher Education

Bang Nguyen is Professor at the University of Southern Denmark, Kolding, Denmark. His research interests include branding, BtB marketing, CRM, and innovation management. Bang has published widely in journals such as Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Business Ethics Quarterly, among others.

T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK. TC’s research interests include branding, corporate identity and international marketing strategy. He has published in the Journal of International Business Studies, International Journal of Management Reviews, and Industrial Marketing Management among others.

Jane Hemsley-Brown is Professor of Marketing at Surrey Business School, Surrey, UK. She is the author of over 100 publications on consumer behaviour, choice in education markets and management decision-making, including three books: Higher Education Consumer Choice (2015), TheManagement and Leadership of Education Marketing: Research, Practice and Applications (2013) and ChoosingFutures: Young people's decision-making in education, training and careers markets (2001).