##plugins.themes.bootstrap3.article.main##

  •   Mawuko Dza

  •   Evans Kyeremeh

  •   Samuel Affran

Abstract

Public universities in Ghana are funded by the state. In spite of this privilege, increased demand for improved facilities and the need for the introduction of innovative and competitive programmes, coupled with intense competition from their private counterparts have increased the pressure on these universities to either innovate or risk being crowded out from the market. The purpose of the paper is to investigate branding strategies adopted by public universities and their effects on meeting stakeholder expectations. The study analysed branding strategies of six public universities in Ghana. The findings revealed that most public universities’ branding strategies focused mainly on improvement of physical infrastructure; the provision of state-of-the-art laboratories; broad band internet services; the introduction of market driven programmes; the mounting of huge signposts and pull-up banners among others. Indeed, the research revealed that the ultimate goal of branding these institutions is to be able to appeal to prospective students and attract well-qualified and competent faculty members. However, further findings point to the fact that little attention is paid to perhaps the most important stakeholders - the students, who according to the extant literature serve as major stakeholders and brand ambassadors for these institutions. This study is significant because it brings to the fore essentials of branding and brand strategies appropriate to academic institutions and also re-orient educational authorities about the importance to rethinking the educational supply chain from the upstream through the midstream or the institutions through the downstream.

Keywords: Branding, Universities, Upstream, Educational Supply Chain.

References

Anholt, S. (2006). Public diplomacy and place branding: Where's the link.

Anholt, S. (2006). The Anholt-GMI city brands index: How the world sees the world's cities. Place branding, 2(1), 18-31.

Anholt, S. (2006). Why brand? Some practical considerations for nation branding.

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128-137.

Botterill, J., & Kline, S. (2007). From McLibel to McLettuce: Childhood, spin and re-branding. Society and Business review, 2(1), 74-97.

Constanti, P., & Gibbs, P. (2004). Higher education teachers and emotional labour. International Journal of Educational Management.

De Oreck, K., Maon, F., & Lejeune, C. (2013). Taking up the challenge of corporate branding: an integrative framework. European Management Review, 10(3), 137-151.

Gilmore, F. (2002). A country—Can it be repositioned? Spain—The success story of country branding. Journal of Brand management, 9(4), 281-293.

Hemsley-Brown, J., & Goonawardana, S. (2007). Brand harmonization in the international higher education market. Journal of business Research, 60(9), 942-948.

Hitchcock, C., Meyer, A., Rose, D., & Jackson, R. (2002). Providing new access to the general curriculum: Universal design for learning. Teaching exceptional children, 35(2), 8-17.

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.

Kotler, P., & Keller, K. L. (2012). Marketing Management (Vol. 14th ed.). New Jersey: Pearson Prentice Hall

Lee, M. S., Motion, J., & Conroy, D. (2009). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169-180.

McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of service research, 3(2), 121 137.

Noaman, A. (2012). Higher education marketing trends for 2012‒2013. Retrieved from: http://aha.elliance.com/2012/08/09/higher-education-marketing-trends-2012-2013/#x2 010;education‐marketing‐trends‐2012‐2013/.

Omar, M., Williams, R. L., & Lingelbach, D. (2009). Global brand market‐entry strategy to manage corporate reputation. Journal of Product & Brand Management.

Oplatka, I., & Hemsley‐Brown, J. (2007). The incorporation of market orientation in the school culture. International Journal of Educational Management.

Roll, M. (2015). Asian brand strategy. In Asian Brand Strategy (Revised and Updated) (pp. 107-140). Palgrave Macmillan, London.

Sirkeci, I. (2013). Transnational marketing and transnational consumers (p. 75). New York, Heidelberg, London: Springer.

Somma, M. (2014), “Brand Strategy for lasting Value”, http://www.brandingstrategyinsider.com/brand-loyalty, access date, February 18, 2014.

Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics. Boston: Pearson/Allyn & Bacon.

Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2007). Using multivariate statistics (Vol. 5). Boston, MA: Pearson.

Tabachnick, B. G., & Fidell, L. S. (2007). Experimental designs using ANOVA. Thomson/Brooks/Cole.

Toma, I., Iqbal, K., Tausch, B., Heikkil, J., & Roman, D. (2005). Evaluation of current effort in service and resource matchmaking. ASG Deliverable.

Downloads

Download data is not yet available.

##plugins.themes.bootstrap3.article.details##

How to Cite
Dza, M., Kyeremeh, E., & Affran, S. (2020). Branding Public Universities in Ghana: A Supply Chain Perspective. European Journal of Business and Management Research, 5(2). https://doi.org/10.24018/ejbmr.2020.5.2.252