Strategic brand management in higher education (1st)

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 work is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics.