Brand Reputation Management within Higher Education.

by Woyo Erisher, Halimani Hlulani Obert, and Gwavuya Frank.

The purpose of this systemic review was to explore the nature of brand reputation management literature and how the appraisal will help higher education practitioners and brand reputation researchers to engender and refine research thoughts.

The paper reviewed a number of issues such as the concept of branding in the context of higher education, commercialisation and marketisation, brand reputation management and the importance of branding in the higher education sector.

An attempt was made to identify and integrate the arguments into a very consistent synthesis which shows the uses and impact of brand reputation management on higher education institutions‘ brand value.

 

Readers can download the full article here.

 

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