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Rebranding an Institution of Higher Education in Botswana

Author

Listed:
  • Rina Makgosa
  • Boikanyo A. Molefhi

Abstract

The issue of rebranding institutions of higher education has attracted little attention in scholarly publications. However, intense competition in the higher education market has forced institutions to modify elements of their brands. The current study seeks to shed light on the challenges of undertaking a rebranding exercise in an institution of higher education in Botswana, a context which is under researched. The purpose of the current study is to establish the perceptions of students of the University of Botswana regarding its brand equity following the rebranding exercise. A structured questionnaire was administered to a sample of 336 University students majoring in business. Overall, the results showed that the brand equity of the new logo was lower than that of the old logo. The results of the paired t-tests revealed that students tend to recall and recognize the old logo more than the new logo. Students are also attracted, affectionate and attached to the old logo more than the new one. Since rebranding can erode some of the important aspects of an existing brand, it has to be implemented cautiously. Importantly, effective communication is critical to inspire students to embrace the new logo and their perceptions need to be tracked periodically in order to establish whether the desired brand image has been generated.

Suggested Citation

  • Rina Makgosa & Boikanyo A. Molefhi, 2012. "Rebranding an Institution of Higher Education in Botswana," Business and Economic Research, Macrothink Institute, vol. 2(2), pages 1-13, December.
    • Handle: RePEc:mth:ber888:v:2:y:2012:i:2:p:1-13
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    File URL: http://www.macrothink.org/journal/index.php/ber/article/view/1926
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    References listed on IDEAS

    as
    1. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    2. Lowrie, Anthony, 2007. "Branding higher education: Equivalence and difference in developing identity," Journal of Business Research, Elsevier, vol. 60(9), pages 990-999, September.
    3. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    Cited by:

    1. Soni Sanjay & Govender Krishna, 2018. "The Relationship between Service Quality Dimensions and Brand Equity: Higher Education Students’ Perceptions," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(3), pages 71-87, September.
    2. Claudiu Coman & Maria Cristina Bularca & Angela Repanovici, 2021. "Constructing and Communicating the Visual Identity of a University. Case Study: Visual Identity of Transilvania University of Brasov," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    3. Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.

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    More about this item

    Keywords

    Brand equity; Botswana; Higher education; Rebranding; University of Botswana;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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