Institutional Brand and Reputation Management in the Global Higher Education Market

By Nicolas Gachon.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

This article reflects upon the implications of institutional branding, brand management, and brand equity in the context of the global higher education market. The penetration of marketing principles, tactics and strategies into academia has been documented since the 1980s and has generally been presented as an intrusion of consumer economics, with advertising as its most conspicuous form. This article questions the rupture theories that view branding as a mere avatar of globalization and argues that traditional preconceptions, even in a country like France where branding and brand management seem at odds with the systemic philosophy, conceal degrees of continuity in brand management. Branding is regarded as comprehensive long-term processes that operate within market environments seeking short-term financial returns. The issue of the coherence between form and content is raised, no academic institution having ever been documented to have become a world-class university through branding alone. The author debates whether institutional branding strategies should be regarded as dynamic homegrown marketing strategies or as conservative status-preserving postures imposed by the market.

Keywords: Branding, Brand Management, Brand Equity, Marketing, Higher Education Governance

International Journal of Knowledge, Culture and Change Management, Volume 10, Issue 5, pp.137-146. Article: Print (Spiral Bound). Article: Electronic (PDF File; 594.521KB).

Nicolas Gachon

Université de Montpellier III, Montpellier, France

Nicolas Gachon’s research is about higher education and R&D under the angle of the international positioning of universities and of their interactions with the market economy. His focus is on the systemic (public policy, public regulation; geopolitical and geostrategic aspects; national, transnational, and supranational operators) and institutional (university governance mechanisms; knowledge transfer; quality assurance) adjustments to market norms in the context of globalization. Nicolas Gachon is faculty at the Université de Montpellier III in France. He has held diplomatic and academic positions in the United States and in Canada.

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