Published Online:May 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM050525
DOI:10.71329/IUPJMM/2025.24.2.102-117
Author Name:Sudhakar Rao K and Sreeramulu D
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:102-117
Branding in higher education has become increasingly critical, prompting institutions to develop advanced strategies to set themselves apart and appeal to key stakeholders. This paper synthesizes research conducted between 2015 and 2025 to explore the branding impacts of higher education institutions. In response to the rapidly evolving and highly competitive global education landscape, universities have increasingly adopted strategic branding practices to enhance reputation, attract students, faculty, and funding, and differentiate themselves. Drawing upon a broad range of peer-reviewed studies from diverse geographic contexts, this review identifies key themes such as brand identity, digital marketing, social media engagement, institutional reputation, and stakeholder perceptions as central to successful higher education branding. It also examines the challenges faced by institutions, including the need for consistent messaging across communication channels, difficulties in measuring branding effectiveness, and balancing tradition with innovation in brand strategies. Furthermore, the review highlights the financial and performance-related benefits of strong branding, emphasizing its influence on enrollment rates, faculty retention, research funding, and philanthropic contributions. Finally, the paper outlines existing research gaps and suggests future directions, including the need for longitudinal studies, enhanced measurement tools, and greater focus on sustainability and digital strategies in brand-building efforts. This review offers valuable insights for academics and practitioners aiming to strengthen the competitive positioning and long-term sustainability of higher education institutions worldwide.
The branding of higher education institutions has emerged as a critical area of inquiry, particularly in the context of an increasingly competitive global market (Clark et al., 2019). Higher education institutions are no longer viewed solely as centers of learning but also as complex organizations that require strategic branding to attract students