"Branding Initiatives in Higher Education”- A Study on Some Selected Universities in Bangladesh

Abstract

We know "Education is the Backbone of Nation”. So, to get better nations, higher educational institution is compulsory needed. It is a matter of sorrow that, not a single Bangladeshi university could keep place in the world ranking position at top. Apart from this, Numbers of Universities all over the world continuously are trying to generate an image or reputation to create a center of attention toward students. Only because of better competition, branding has become more important in promoting a University reputation. But on the behalf of Bangladeshi Universities, it has been observed that lack of branding initiatives is the major fact to keep place in the ranking as well as to become a model institution. That's why two universities have been selected for taking feedback from the existing students, where out of 2000 registered students 50 students selected by simple random sampling. The research has been done why they chose that particular university for higher education? How did they know about that particular university? What are the factors works in the mind of students before admitting in that university? To get the appropriate answer, researcher goes for research and finally draws a solid recommendation and conclusion.