Universities sell their brands

Abstract

PurposeThe paper aims to discuss the current trend of universities to engage in marketing and branding programs. The motivation is often to enhance the university's reputation and to have a positive influence on university ranking. It is unclear whether branding has been successful with little evidence in rankings to support these programs.Design/methodology/approachThe paper reviews some of the branding and image programs at universities. It looks at university rankings to determine if there has been a significant change in any of the schools that would suggest branding might be a factor influencing rankings.FindingsThe paper finds that there is no clear indication that the top brands change ranking significantly from year‐to‐year. Unlike products, a leading university brand may not find significant benefits from a marketing or branding program.Practical implicationsWhile it is inconclusive whether the leading universities can cause significant changes in their rankings through branding programs, lesser known universities may have some opportunities. The rankings often rely on reputation assessment which can be enhanced by marketing, promotion, and branding programs.Originality/valueThe paper provides useful information on universities and the changes in their rankings through marketing, promotion, and branding programs.