Brand Capital as a Determinant of Institutional Prestige and Student Choice in the Higher Education System

This study investigates the pivotal role of brand capital in shaping institutional prestige and influencing studentchoice within the higher education system. Amidst intensifying competition and increasing marketization of higher education,the construct of brand capital offers a nuanced lens through which to understand how institutions navigate challengesand leverage their reputational assets to attract prospective students. Drawing on a multidisciplinary theoreticalframework that amalgamates insights from branding, educational economics, and decision theory, this research employsa mixed-methods approach. Quantitative data, gathered through a survey of prospective students across diverse geographicregions, assess the weight of brand capital in their decision-making processes. Complementary qualitative interviewswith higher education administrators reveal strategies employed to cultivate and harness brand capital. Findingsunderscore the multifaceted impact of brand capital, not only as a driver of student choice but also as a cornerstone ofinstitutional strategy for differentiation and competitiveness. This study contributes to the discourse on higher educationmanagement by elucidating the mechanisms through which brand capital influences both student perceptions and institutionalpositioning. Moreover, it offers practical insights for higher education leaders seeking to navigate the complexinterplay between brand building and educational excellence. By delineating the contours of brand capital’s influence,the research provides a foundation for further exploration into its strategic utilization in the higher education landscape.