Storytelling, Sustainability Branding, and Corporate Reputation

Abstract

This chapter aims to examine how sustainability branding influences the reputation of a higher education institution (HEI) in Mexico through the use of organizational storytelling. The method employed for this study was a case study approach, involving 30 in-depth interviews conducted with students enrolled in the mentoring program. The interview script was based on the corporate reputation index (CRI) and was aligned with the triple bottom line (TBL) pillars of sustainability. The findings indicate that students' perceptions of the economic aspects of the HEI include maximizing the benefits received relative to their investment and perceiving a higher quality of educational services. Students' evaluations of the social aspects of the HEI encompass aspects such as service, leadership, infostructure, scholarships, cultural traditions, and health promotion. Students' assessments of the environmental aspects suggest a focus on institutional practices, empathy, and collaboration. The combination of these elements of sustainability branding enhances a positive reputation for the HEI.