Branding Higher Education Institutions: What It Takes to be Branded

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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Bibliographic Details
Main Author: Amzat, Ismail Hussein
Format: Book Chapter
Language:English
Published: SPRINGER 2016
Subjects:
LB2300 Higher Education
Online Access:http://irep.iium.edu.my/78010/
http://irep.iium.edu.my/78010/
http://irep.iium.edu.my/78010/2/amzat2016.pdf
id iium-78010
recordtype eprints
spelling iium-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
repository_type Digital Repository
institution_category Local University
institution International Islamic University Malaysia
building IIUM Repository
collection Online Access
language English
topic LB2300 Higher Education
spellingShingle LB2300 Higher Education
Amzat, Ismail Hussein
Branding Higher Education Institutions: What It Takes to be Branded
description 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.
author2 Amzat, Ismail Hussein
author_facet 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
publisher SPRINGER
publishDate 2016
url http://irep.iium.edu.my/78010/
http://irep.iium.edu.my/78010/
http://irep.iium.edu.my/78010/2/amzat2016.pdf
first_indexed 2023-09-18T21:49:57Z
last_indexed 2023-09-18T21:49:57Z
_version_ 1777413702733004800

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