SUFRIN HANNAN

Judul	:	Building a Brand in Higher Education A Review of the Literature on Higher Education Institutions Brand Management
Abstrak	:	The challenges in University branding that have occurred are different from commercial branding related to issues of culture, branding concept, framework and brand architecture. This review aims to explore the nature of the brand management literature and how it can assist practitioners in higher education and researchers in the field of brand management in higher education institutions in generating and refining the reasons for the research undertaken. This paper has reviewed several things, such as the concept of branding in the context of higher education, marketing and commercialization, reputation management, and the importance of branding in the higher education sector. An attempt has been made to identify and integrate reasons into a consistent synthesis demonstrated by the use and impact of brand management on the brand value of higher education institutions for the long-term sustainability of higher education institutions.
Tahun	:	2021	Media Publikasi	:	Prosiding
Kategori	:	Prosiding	No/Vol/Tahun	:	Advances in Social Science, Education and Humanities Research / Proceedings of the 5th Asian Education Symposium 2 / 2021
ISSN/ISBN	:	2352-5398/978-94-6239-405-6
PTN/S	:	Universitas Pakuan	Program Studi	:	MANAJEMEN
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URL	:	https://www.atlantis-press.com/proceedings/aes-20/125958598