Higher Education Branding and its Influence on Student's Choice of Selecting a University

Posted: 30 Oct 2015

See all articles by Niharika Bharti

Niharika Bharti

Banasthali University

Harsh Purohit

Banasthali Vidyapith

Date Written: August 29, 2015

Abstract

In the hyper competitive environment of education sector, the branding of higher education has become an essential element to gain competitive advantage. In order to match the demand and supply gap and to attract the prospective students, the higher educational institutions should focus on the activities of their brand building and recognition. The study focuses on need and importance of various promotional strategies adopted by the colleges/universities as a part of their overall marketing campaign and its impact on their brand recognition. More specifically the objectives are to study the influence of branding of higher educational institutions on the decision making process of students while taking admission, to identify the important sources of information gathering and to suggest effective strategies for higher education branding. The primary data required for this is collected from the students of few renowned colleges/universities of Bangalore city with sample size of 150 students. Data has been further analyzed using SPSS 20. The findings of the study suggest that various factors and promotional measures associated with branding show a positive influence on student’s choice of selecting Higher Education Institutions.

Keywords: HEI, branding, brand building, brand strategies

Suggested Citation

Bharti, Niharika and Purohit, Harsh, Higher Education Branding and its Influence on Student's Choice of Selecting a University (August 29, 2015). Available at SSRN: https://ssrn.com/abstract=2682911

Niharika Bharti (Contact Author)

Banasthali University ( email )

Banasthali Vidyapith
P.O. Banasthali Vidyapith
Rajasthan, Rajasthan 304022
India

Harsh Purohit

Banasthali Vidyapith ( email )

Banasthali Vidyapith
P.O. Banasthali Vidyapith
Rajasthan, Rajasthan 304022
India
9887886320 (Phone)

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