Creating a Strong University Brand

Branding is a combination of art and science. There is no fixed formula for creating a strong brand however a proper roadmap can help in creating the right knowledge structures among various stakeholders in context of a University. This book presents insights from the scholarly research in the field of higher education which can give insights to practicing managers. This book is divided into two sections the first section focuses on how universities should build a strong brand image for prospective students and the second section focuses on how existing students can become positive brand ambassadors. The contribution of this book are two conceptual models that if implemented can assist practicing managers to develop a strong university brand.