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Branding higher education institutions: What it takes to be branded

Over a long period of time, the word ‘brand’ has been used in business, marketing and advertising to distinguish the product of one unique seller from another.Today, we are living in a world of ‘customerisation’ in which customers opt for a product based on their desirability and according to their...

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Main Author: Amzat, Ismail Hussein
Format: Book Section
Language:English
Published: Springer Singapore 2016
Subjects:
LB Theory and practice of education
Online Access:http://repo.uum.edu.my/18345/1/978-981-287-602-7%20%20147-162.pdf
http://repo.uum.edu.my/18345/
http://doi.org/10.1007/978-981-287-603-4_13
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spelling my.uum.repo.183452016-06-28T06:42:13Z http://repo.uum.edu.my/18345/ Branding higher education institutions: What it takes to be branded Amzat, Ismail Hussein LB Theory and practice of education Over a long period of time, the word ‘brand’ has been used in business, marketing and advertising to distinguish the product of one unique seller from another.Today, we are living in a world of ‘customerisation’ in which customers opt for a product based on their desirability and according to their favourability and loyalty to a particular product, due, perhaps, to the unrivalled quality of the brand. Given this scenario, higher institutions share similarities with business products, as the core business and product of an educational institution are teaching and learning.Hence, this chapter explains the importance of branding in higher education institutions (HEIs).It elucidates what it takes to be branded by providing some principles in creating a brand and the various steps towards branding, as well as proposes a model for the branding of higher education institutions. Springer Singapore Amzat, Ismail Hussein Yusuf, Byabazaire 2016 Book Section PeerReviewed application/pdf en http://repo.uum.edu.my/18345/1/978-981-287-602-7%20%20147-162.pdf Amzat, Ismail Hussein (2016) Branding higher education institutions: What it takes to be branded. In: Fast forwarding Higher Education Institutions for Global Challenges. Springer Singapore, pp. 147-162. ISBN 978-981-287-602-7 http://doi.org/10.1007/978-981-287-603-4_13 doi:10.1007/978-981-287-603-4_13
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic LB Theory and practice of education
spellingShingle LB Theory and practice of education
Amzat, Ismail Hussein
Branding higher education institutions: What it takes to be branded
description Over a long period of time, the word ‘brand’ has been used in business, marketing and advertising to distinguish the product of one unique seller from another.Today, we are living in a world of ‘customerisation’ in which customers opt for a product based on their desirability and according to their favourability and loyalty to a particular product, due, perhaps, to the unrivalled quality of the brand. Given this scenario, higher institutions share similarities with business products, as the core business and product of an educational institution are teaching and learning.Hence, this chapter explains the importance of branding in higher education institutions (HEIs).It elucidates what it takes to be branded by providing some principles in creating a brand and the various steps towards branding, as well as proposes a model for the branding of higher education institutions.
author2 Amzat, Ismail Hussein
author_facet Amzat, Ismail Hussein
Amzat, Ismail Hussein
format Book Section
author Amzat, Ismail Hussein
author_sort Amzat, Ismail Hussein
title Branding higher education institutions: What it takes to be branded
title_short Branding higher education institutions: What it takes to be branded
title_full Branding higher education institutions: What it takes to be branded
title_fullStr Branding higher education institutions: What it takes to be branded
title_full_unstemmed Branding higher education institutions: What it takes to be branded
title_sort branding higher education institutions: what it takes to be branded
publisher Springer Singapore
publishDate 2016
url http://repo.uum.edu.my/18345/1/978-981-287-602-7%20%20147-162.pdf
http://repo.uum.edu.my/18345/
http://doi.org/10.1007/978-981-287-603-4_13
_version_ 1644282436940464128
score 13.211869

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