Branding of higher education institutions in Hong Kong: The role of core values

Branding of higher education institutions in Hong Kong: The role of core values

• Jia, Nan
• Yu, Wai Mui Christina The Hong Kong Institue of Education
• Lo, Sing Kai Faculty of Health and Behavioural Sciences, Deakin University, Melbourne, Australia

International Journal of Comparative Education and Development, 17(2), 1-20, 2015

Comparative Education Society of Hong Kong

2015

• Q Philosophy of Education, Educational System & School At Different Levels
  • QE Post-Secondary Education

Hong Kong Higher Education Core Value Brand-building Processes Branding Strategies University Mission

• Hong Kong

• 1997.7 onwards

• Post-Secondary Education

This paper explores role of core values in the brand building processes of higher education institutions (HEIs). The research findings from looking at two universities in Hong Kong show that there are few, if at all, common core value across universities both hierarchically (organizationally and departmentally) and functionally (student offices and academic departments). Interestingly, however, all of the units in the study have their own set of core values directing their branding strategies. These core value-directed branding strategies are linked to the university missions. Consequently, it is possible to suggest a university mission-oriented brand building processes with core value-directed branding strategies. It is argued that universities who hope to balance public good as an educational institute and pragmatic aspect, i.e. competing for funding may get some hints from the results of this study by applying some values or core values in the pragmatic university missions and visions.
[Copyright © 1989-2015 by the CESHK.]

• English

Journal Articles

• 23094907

https://bibliography.lib.eduhk.hk/en/bibs/366ca773

2016-01-18