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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my.iium.irep.780102020-01-09T09:59:25Z http://irep.iium.edu.my/78010/ Branding Higher Education Institutions: What It Takes to be Branded Amzat, Ismail Hussein LB2300 Higher 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 Amzat, Ismail Hussein 2016-06-10 Book Chapter PeerReviewed application/pdf en http://irep.iium.edu.my/78010/2/amzat2016.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. https://link.springer.com/chapter/10.1007/978-981-287-603-4_13 |
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LB2300 Higher Education Amzat, Ismail Hussein Branding Higher Education Institutions: What It Takes to be Branded |
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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. |
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Amzat, Ismail Hussein |
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Amzat, Ismail Hussein Amzat, Ismail Hussein |
format |
Book Chapter |
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 |
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SPRINGER |
publishDate |
2016 |
url |
http://irep.iium.edu.my/78010/2/amzat2016.pdf http://irep.iium.edu.my/78010/ https://link.springer.com/chapter/10.1007/978-981-287-603-4_13 |
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1657565995725750272 |
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13.18916 |