Utilizing the brand ecosystem framework in designing branding strategies for higher education

Musa Pinar; Paul Trapp; Tulay Girard; Thomas E. Boyt

doi:10.1108/09513541111172126

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International Journal of Educational Management

ISSN: 0951-354X

Online from: 1987

Subject Area: Education

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Utilizing the brand ecosystem framework in designing branding strategies for higher education

Document Information:
Title:	Utilizing the brand ecosystem framework in designing branding strategies for higher education
Author(s):	Musa Pinar, (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA), Paul Trapp, (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA), Tulay Girard, (Division of Business & Engineering, Penn State Altoona, Altoona, Pennsylvania, USA), Thomas E. Boyt, (College of Business Administration, Valparaiso University, Valparaiso, Indiana, USA)
Citation:	Musa Pinar, Paul Trapp, Tulay Girard, Thomas E. Boyt, (2011) "Utilizing the brand ecosystem framework in designing branding strategies for higher education", International Journal of Educational Management, Vol. 25 Iss: 7, pp.724 - 739
Keywords:	Brand awareness, Brand ecosystem, Branding, Higher education, Student experience, Sustainable development, United States of America, University branding
Article type:	Research paper
DOI:	10.1108/09513541111172126 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	Purpose – In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand ecosystem framework in order to develop branding strategies for colleges and universities. Design/methodology/approach – The key elements of the framework include: student experiences as the driving force of the university branding strategies, academic services as the core value creation activities in delivering student learning experiences that are co-created with students and faculty, and supporting activities that are important in creating the core value. Findings – The framework suggests that both core and supporting value-creating activities are dynamically inter-related and work jointly in creating student learning experiences, and ultimately, a strong university brand. Originality/value – The paper presents the crucial elements and the relationships among them for building successful brands in higher education.