Branding universities in Asian markets
Abstract
Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas university education, and the media they use to gain information about universities. The results suggest that a common media mix can be utilized in Malaysia, Singapore and Hong Kong, and that a standardized or adapted branding strategy could be adopted, depending on how many of these markets universities wish to target. The results have important implications for the positioning of international university brands in Asian markets.
Keywords
Citation
Gray, B.J., Shyan Fam, K. and Llanes, V.A. (2003), "Branding universities in Asian markets", Journal of Product & Brand Management, Vol. 12 No. 2, pp. 108-120. https://doi.org/10.1108/10610420310469797
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited