Advertisement

Higher Education Policy

, Volume 29, Issue 2, pp 254–271 | Cite as

Branding in Higher Education: A Case Study from Turkey

  • Burçak Çağla Garipağaoğlu
Article
First Online:

Abstract

Drawing upon the brand-building experience of a young and successful Turkish foundation university, this case study attempts to broaden our understanding of branding in Higher Education (HE). Focusing on the diverse brand conceptualizations, brand management principles and brand strategies that are deployed to circumvent barriers to successful university branding, the study’s results are expected to offer some valuable insights to the leaders of young universities in establishing and sustaining strong university brands. In order to illustrate how a young university creates, demonstrates and delivers its brand ‘promises’ to its target audience in a real-life context, some members of the board of trustees, including the founder, the president, vice presidents and advisors to the president were interviewed by the use of a semi-structured interview guideline. The data was analysed using content analysis method. The findings are grouped under three main themes: brand conceptualization, brand strategies and brand management principles. Findings revealed that how the leaders interpret ‘being a brand’ in HE shapes and drives brand management principles and brand strategies.

Keywords

branding higher education case study young universities 
This is a preview of subscription content, log in to check access.

References

  1. Ali-Choudhury, R., Bennett, R. and Savani, S. (2009) ‘University marketing directors’ views on the components of a university brand’, International Review on Public and Nonprofit Marketing 6 (1): 11–33.CrossRefGoogle Scholar
  2. Asalıoğlu, İ. (2009) ‘Private universities would advance higher education in Turkey’, Today’s Zaman, retrieved from, http://www.todayszaman.com/.
  3. Aysen, E., Yaylı, A. and Helvacı, E. (2013) ‘Research on the determination of brand personality perception of universities’, Proceedings of 6th International Business and Social Sciences Research Conference; 3–4 January, Dubai.Google Scholar
  4. Azoury, N.M., Daou, L.E. and El Khoury, C.M. (2013) ‘University image and its relationship to student satisfaction: Case of the Holy Spirit university of Kaslik, Lebanon’, Journal Of Executive Education 12 (1): 1–13.Google Scholar
  5. Balmer, J. and Gray, E. (2003) ‘Corporate brands: What are they? What of them?’ European Journal of Marketing 37 (7/8): 972–997.CrossRefGoogle Scholar
  6. Bennett, R. and Ali-Choudhury, R. (2009) ‘Prospective students’ perceptions of university brands: An empirical study’, Journal of Marketing for Higher Education 19 (1): 85–107.CrossRefGoogle Scholar
  7. Binsardi, A. and Ekwulugo, F. (2003) ‘International marketing of British education: Research on the students’ perception and the UK market penetration’, Marketing Intellegence and Planning 21 (5): 318–327.CrossRefGoogle Scholar
  8. Brown, R.M. and Mazzarol, T.W. (2009) ‘The importance of institutional image to student satisfaction and loyalty within higher education’, Higher Education 58 (1): 81–95.CrossRefGoogle Scholar
  9. Chapleo, C. (2007) ‘Barriers to brand building in UK universities?’ International Journal of Nonprofit and Voluntary Sector Marketing 12 (1): 23–32.CrossRefGoogle Scholar
  10. Chapleo, C., Duran, M.V.C. and Diaz, A.C. (2011) ‘Do UK universities communicate their brands effectively through their websites?’ Journal of Marketing for Higher Education 21 (1): 25–46.CrossRefGoogle Scholar
  11. De Chernatony, L. and Segal-Horn, S. (2003) ‘The criteria for successful service brands’, European Journal of Marketing 37 (7/8): 1095–1118.CrossRefGoogle Scholar
  12. Economist Intelligence Unit [EIU] (2014) ‘Higher education in the 21st century: Meeting real-world demands’, The Economist, retrieved from, http://www.economistinsights.com.
  13. Erguvan, D. (2013) ‘Perception of academics towards the impact of foundation universities on Turkish Higher Education’, Educational Sciences: Theory and Practice 13 (1): 153–160.Google Scholar
  14. Flick, U. (2006) An Introduction to Qualitative Research, 3rd edn., London: Sage.Google Scholar
  15. Hemsley-Brown, J. and Oplatka, I. (2006) ‘Universities in a competitive marketplace: A systematic review of the literature on higher education marketing’, International Journal of Public Sector Management 19 (4): 316–338.CrossRefGoogle Scholar
  16. Hesketh, A.J. and Knight, P.T. (1999) ‘Postgraduates’ choice of programme: helping universities to market and postgraduates choose’, Studies in Higher Education 24 (2): 151–163.CrossRefGoogle Scholar
  17. Hudson, B.T. (2011) ‘Brand heritage and the renaissance of Cunard’, European Journal of Marketing 45 (9/10): 1538–1556.CrossRefGoogle Scholar
  18. Judson, K.M., Aurand, T.W., Gorchels, L. and Gordon, G.L. (2009) ‘Building a university brand from within: University administrators’ perspectives of internal branding’, Services Marketing Quarterly 30 (1): 54–68.CrossRefGoogle Scholar
  19. Kapferer, J. (2008) New Strategic Brand Management: Creating and Sustaining Brand Equity Long-Term, 4th edn., London: Kogan Page.Google Scholar
  20. Landrum, R., Turrisi, R. and Harless, C. (1998) ‘University image: the benefits of assessment and modeling’, Journal of Marketing for Higher Education 9 (1): 53–68.CrossRefGoogle Scholar
  21. Levy, J. (2015) UX Strategy: How to Devise Innovative Digital Products that People Want, California: O’Reilly Media, Inc.Google Scholar
  22. Marginson, S. (2006) ‘Dynamics of national and global competition in higher education’, Higher Education 52 (1): 1–39.CrossRefGoogle Scholar
  23. McPherson, M. and Schapiro, M. (1998) The Student Aid Game, New Jersey: Princeton University Press.Google Scholar
  24. Naidoo, R., Gosling, J., Bolden, R., O'Brien, A. and Hawkins, B. (2014) ‘Leadership and branding in business schools: A bourdieusian analysis’, Higher Education Research and Development 33 (1): 144–156.CrossRefGoogle Scholar
  25. Naudé, P. and Ivy, J. (1999) ‘The marketing strategies of universities in the United Kingdom’, International Journal of Educational Management 13 (3): 126–134.Google Scholar
  26. Parameswaran, R. and Glowacka, A. (1995) ‘University image: an information processing perspective’, Journal of Marketing for Higher Education 6 (2): 41–56.CrossRefGoogle Scholar
  27. Schultz, D.E. and Schultz, H. (2000) ‘How to build a billion dollar business-to-business brand’, Marketing Management 9 (2): 22–28.Google Scholar
  28. Seidman, I. (1998) Interviewing as Qualitative Research: A Guide for Researchers in Education and the Social Sciences, New York: Teachers College Press.Google Scholar
  29. Şenses, F. (2007) ‘Uluslararası gelişmeler ışığında Türkiye yükseköğretim sistemi: Temel eğilimler, sorunlar, çelişkiler ve öneriler’, Economic Research Center, Working Paper 07/05, Middle East Technical University, Ankara, retrieved from, http://www.erc.metu.edu.tr/.
  30. Simon, H. (1997) A Study of Decision-Making Processes in Administrative Organizations: Administrative Behavior, 4th edn., New York: The Free Press.Google Scholar
  31. Steele, K. (2008) ‘Classifying universities: Institutional brands from the marketing perspective’, Academica Group, Institutional Positioning White Paper, Ontario, retrieved from eduvation.ca/wp-content/uploads/classifying-universities.
  32. Turkish Higher Education Council (2007) Türkiye’nin Yüksekögretim Stratejisi, Ankara: YÖK.Google Scholar
  33. Wæraas, A. and Solbakk, M.N. (2009) ‘Defining the essence of a university: Lessons from higher education branding’, Higher Education 57 (4): 449–462.CrossRefGoogle Scholar

Copyright information

© International Association of Universities 2015

Authors and Affiliations

  • Burçak Çağla Garipağaoğlu
    • 1
  1. 1.Bahcesehir UniversityIstanbulTurkey

Personalised recommendations

Cite article

Buy options