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Understanding the Crucial Role of Brand Image in the Students’ Higher Education Institution Choice: A Review of the Literature of Higher Education Branding

Author

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  • Douaa Snadrou

    (UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar))

  • Malika Haoucha

    (UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar))

Abstract

This article provides an extensive literature review on the topic of branding in Higher Education, along with an exploration of the numerous aspects that influence students' choice of a Higher Education Institution (HEI). Within the competitive higher education landscape, branding has evolved into a vital part of HEI identity, image, and competitiveness, with a considerable impact on student decision-making. This review investigates the main concepts associated with branding and brand image in the educational context, beginning with the general branding concept and progressing to branding applied in this particular field, while taking into account the applicability and challenges of its transposition, before delving into the various perspectives of brand image, notably, the rational and emotional dimensions. By bringing together the existing body of knowledge concerning branding in higher education institutions, this article provides a better understanding of the impact of branding on the educational sector while also offering some insight into the appealing nature of the brand image throughout the students' decision to enroll in a HEI.

Suggested Citation

  • Douaa Snadrou & Malika Haoucha, 2024. "Understanding the Crucial Role of Brand Image in the Students’ Higher Education Institution Choice: A Review of the Literature of Higher Education Branding," Post-Print hal-05511521, HAL.
    • Handle: RePEc:hal:journl:hal-05511521
    DOI: 10.5171/2024.224523
    Note: View the original document on HAL open archive server: https://hal.science/hal-05511521v1
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    References listed on IDEAS

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    1. Robert L. Williams & Maktoba Omar, 2014. "How branding process activities impact brand equity within Higher Education Institutions," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 1-10, June.
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