The notion of branding in the higher education sector: The case of Hong Kong

Queenie K. H. LAM, Hei Hang Hayes TANG

Research output: Chapter in Book/Report/Conference proceedingChapters

Abstract

This chapter observes that branding is a stated strategic priority of four out of seven public universities in Hong Kong. However, the branding activities they propose miss the essence—the alignment of their various identities. By adapting the concept of corporate branding to the analysis of their self-representations in four distinctive types of communication materials (strategic plans, vision and mission statements, student recruitment materials, and press releases), we introduce a new approach to university branding study by examining the content alignment in addition to the content itself. Findings show that while all Hong Kong universities have balanced their self-representations between excellence and uniqueness, new technical universities that openly state branding as a priority show more signs of alignment in the communication materials. Copyright © 2018 The Author(s).
Original languageEnglish
Title of host publicationCompetition in higher education branding and marketing: National and global perspectives
EditorsAntigoni PAPADIMITRIOU
Place of PublicationSwitzerland
PublisherPalgrave Macmillan
Pages159-179
ISBN (Electronic)9783319585277
ISBN (Print)9783319585260
DOIs
Publication statusPublished - 2018

Citation

Lam, Q. K. H., & Tang, H. H. H. (2018). The notion of branding in the higher education sector: The case of Hong Kong. In A. Papadimitriou (Ed.), Competition in higher education branding and marketing: National and global perspectives (pp. 159-179). Switzerland: Palgrave Macmillan.

Keywords

  • Branding
  • Strategic priority
  • Higher education
  • Hong Kong
  • Identity
  • Brand alignment
  • Technical university
  • Communication materials (strategic plans, vision and mission statements, student recruitment materials and press releases)

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