Branding digital in higher education institutions: Theoretical contexts of digital branding in universities

Abstract:

branding is a process that allows building brands and consumer products with high market acceptance, and it has gained more popularity because more and more higher education institutions (HEI) that are interested in applying good branding management in their organization, due to the value it can generate and the reputation they seek to be more visible. Public or private universities are educational systems that must be managed as a company and compete globally to be the best, so they are weighted using indicators that demonstrate their impact on society. In addition, branding offers universities strategies to manage their brands, which are normally used for brand positioning. This chapter presents a review of the literature on updated concepts and strategies on the digital brand applied to higher education institutions. Elements such as image, mission, vision, corporate values, commercial motto, and brand are used along with new proposals such as the academic part and the digital aspects, within the management of the brand.

Año de publicación:

2020

Keywords:

Fuente:

scopus