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Institutional Brand Reputation Management within the Higher Education Institutes

Author

Listed:
  • Rasha Samir

    (Gulf University and International Media Institute, Bahrain)

  • Yosra Sobeih

    (Taibeh University, Kingdom of Saudi Arabia)

Abstract

The purpose of this paper was to reviewed a number of issues such as the concept of branding in the context of higher education, brand reputation management, and the role of the Communication Department in building the institutional reputation of the Ministry of Education. The data points to positive results for higher institutions which desire to invest and maintain strong brand identity and image given that these facets influence competition. For branding and advertising to effectively promote the image of institutions, a strategically planned branding programme is recommended to attract more constituents.

Suggested Citation

  • Rasha Samir & Yosra Sobeih, 2020. "Institutional Brand Reputation Management within the Higher Education Institutes," Proceedings of the 17th International RAIS Conference, June 1-2, 2020 045rs, Research Association for Interdisciplinary Studies.
    • Handle: RePEc:smo:spaper:045rs
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    Keywords

    higher education institutions; brand reputation management;

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