Although branding is now widespread among UK universities, the application of branding principles in the higher education sector is comparatively recent and may be controversial for internal audiences who question its suitability and efficiency. This paper seeks to investigate how and whether...

Branding in universities has become an increasingly topical issue, with some institutions committing substantial financial resources to branding activities. The particular characteristics of the sector present challenges for those seeking to build brands and it therefore seems to be timely and...

Purpose. Branding in universities has become an increasingly topical issue among practitioners, with some institutions committing substantial financial resources to branding activities. Although it is receiving increased academic investigation, to date this has been limited. The particular...

Branding in universities is a topical issue, but arguably few UK universities have fully developed ‘successful’ brands in the manner of commercial organisations. This qualitative paper explores the opinions of forty opinion formers on which UK universities have successful brands and the...

Reputation and brand management are topical issues in UK higher education but previous research has often focused on marketing practitioners within higher education (HE) institutions rather than the senior, strategic leaders. This paper, however, examines university Chief Executives’...