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Utilizing the brand ecosystem framework in designing branding strategies for higher education

Musa Pinar (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA)
Paul Trapp (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA)
Tulay Girard (Division of Business & Engineering, Penn State Altoona, Altoona, Pennsylvania, USA)
Thomas E. Boyt (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA)

International Journal of Educational Management

ISSN: 0951-354X

Article publication date: 20 September 2011

Abstract

Purpose

In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand ecosystem framework in order to develop branding strategies for colleges and universities.

Design/methodology/approach

The key elements of the framework include: student experiences as the driving force of the university branding strategies, academic services as the core value creation activities in delivering student learning experiences that are co‐created with students and faculty, and supporting activities that are important in creating the core value.

Findings

The framework suggests that both core and supporting value‐creating activities are dynamically inter‐related and work jointly in creating student learning experiences, and ultimately, a strong university brand.

Originality/value

The paper presents the crucial elements and the relationships among them for building successful brands in higher education.

Keywords

Citation

Pinar, M., Trapp, P., Girard, T. and Boyt, T.E. (2011), "Utilizing the brand ecosystem framework in designing branding strategies for higher education", International Journal of Educational Management, Vol. 25 No. 7, pp. 724-739. https://doi.org/10.1108/09513541111172126

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited