TY  - JOUR
AB  - 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.
VL  - 25
IS  - 7
SN  - 0951-354X
DO  - 10.1108/09513541111172126
UR  - https://doi.org/10.1108/09513541111172126
AU  - Pinar Musa
AU  - Trapp Paul
AU  - Girard Tulay
AU  - Boyt Thomas E.
PY  - 2011
Y1  - 2011/01/01
TI  - Utilizing the brand ecosystem framework in designing branding strategies for higher education
T2  - International Journal of Educational Management
PB  - Emerald Group Publishing Limited
SP  - 724
EP  - 739
Y2  - 2024/04/25
ER  -