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Branding cities as educational centres. The role of higher education institutions

Author

Listed:
  • Alina Irina POPESCU

    (Academy of Economic Studies, Bucharest)

Abstract

Intensified globalisation has lead to increased competition among cities for wealth, talent, visitors, investment and others. In this quest, cities become marketable products and were applied branding strategies. After a theoretical review of the concepts of place marketing and city branding, this article studies the contribution of education in general, and of higher education, in particular, to the city branding strategies. A conceptual framework is proposed to analyse the congruence of city and university branding strategies and to investigate the role higher education plays in city branding strategies. The research method of case studies provides a big picture of the links university-city and brings to the attention different branding experiences from city and university levels.

Suggested Citation

  • Alina Irina POPESCU, 2012. "Branding cities as educational centres. The role of higher education institutions," Management & Marketing, Economic Publishing House, vol. 7(3), Autumn.
    • Handle: RePEc:eph:journl:v:7:y:2012:i:3:n:8
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    Citations

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    Cited by:

    1. Edison Jair Duque Oliva & Javier A. Sánchez-Torres, 2023. "Building a University City Brand: Colombian University Students’ Perceptions," Sustainability, MDPI, vol. 15(8), pages 1-24, April.
    2. Bejtkovský Jiří, 2018. "Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context," Management & Marketing, Sciendo, vol. 13(3), pages 1133-1149, September.
    3. Razvan-Andrei CORBOS & Ruxandra-Irina POPESCU, 2012. "Prado Museum - Successful Model For Raising Competitiveness In The Romanian Cultural Organizations In The Context Of Urban Development," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 341-351, November.
    4. Rãzvan-Andrei CORBOª & Ruxandra-Irina POPESCU, 2012. "Study regarding the National Museum of Art of Romania Visitors` Perception on Improving Its Competitiveness," REVISTA ADMINISTRATIE SI MANAGEMENT PUBLIC, Faculty of Administration and Public Management, Academy of Economic Studies, Bucharest, Romania, vol. 2012(19), pages 62-84, December.
    5. Manoj Kumar Mishra & Priyanka Singh & Nidhi Sharma, 2021. "Exploring the Factors that affect Education Branding and Image Creation in B-School: Using Factor Analysis," Journal of Social Sciences Advancement, Science Impact Publishers, vol. 2(4), pages 113-120.
    6. Nergis Aziz & Habibe Ilhan & Barry A. Friedman & Nizameddin Bayyurt & İbrahim Keleş, 2016. "Universities as stakeholders that influence students’ intention to visit a place," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(4), pages 249-267, November.
    7. Hartanto Yuwo & John B. Ford & Mustika Sufiati Purwanegara, 2013. "Customer-Based Brand Equity For A Tourism Destination (Cbbetd): The Specific Case Of Bandung City, Indonesia," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(1).
    8. Juanim Juanim & Ina Ratnamiasih, 2017. "The Influence of Leadership and Organizational Support on Community Commitment and City Image of Bandung," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 9-16.

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