Rethinking University Branding through Customer-Based University Branding an Analysis of Gaps in University Branding Models

Abstract

This paper presents definition of branding, an analysis of gaps identified in the models of university branding namely: Ivy (2008)' model, Trapp et al. (2010)'s brand ecosystem, Mourad et al. (2010)'s model of branding a university and Hay and Van Gensen (2008)'s higher education branding framework. The paper is a theoretical study which analyzed university branding models gaps or