Institutional brand construct and university sustainability

With the intensification of globalization and its international competitiveness as a key benchmark, universities are under pressure to increase their social and economic growth while remaining sustainable. ‘institutional brand, ' the way how an institution presents itself to the public, is a valuable asset for higher education sustainability. Through multiple case study methodology, this research showcases Hong Kong universities institutional brand-building processes to achieve their regional and global standing. It is argued that Hong Kong universities often spell out their branding strategies and persuade and push their staff adhere to intuitional vision and mission, with the hope that such an identification with the institutional brand will lead to corporate sustainability. Copyright © 2022 Springer Nature Singapore Pte Ltd.