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Journal cover: International Journal of Educational Management

International Journal of Educational Management

ISSN: 0951-354X

Online from: 1987

Subject Area: Education

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Utilizing the brand ecosystem framework in designing branding strategies for higher education


Document Information:
Title:Utilizing the brand ecosystem framework in designing branding strategies for higher education
Author(s):Musa Pinar, (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA), Paul Trapp, (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA), Tulay Girard, (Division of Business & Engineering, Penn State Altoona, Altoona, Pennsylvania, USA), Thomas E. Boyt, (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA)
Citation:Musa Pinar, Paul Trapp, Tulay Girard, Thomas E. Boyt, (2011) "Utilizing the brand ecosystem framework in designing branding strategies for higher education", International Journal of Educational Management, Vol. 25 Iss: 7, pp.724 - 739
Keywords:Brand awareness, Brand ecosystem, Branding, Higher education, Student experience, Sustainable development, United States of America, University branding
Article type:Research paper
DOI:10.1108/09513541111172126 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand ecosystem framework in order to develop branding strategies for colleges and universities.

Design/methodology/approach – The key elements of the framework include: student experiences as the driving force of the university branding strategies, academic services as the core value creation activities in delivering student learning experiences that are co-created with students and faculty, and supporting activities that are important in creating the core value.

Findings – The framework suggests that both core and supporting value-creating activities are dynamically inter-related and work jointly in creating student learning experiences, and ultimately, a strong university brand.

Originality/value – The paper presents the crucial elements and the relationships among them for building successful brands in higher education.



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