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

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

Competition in higher education branding and marketing: National and global perspectives

• Lam, Queenie K. H.
• Tang, Hei Hang Hayes

• Papadimitriou, A.

Cham

Palgrave Macmillan

2018

• Q 教育體系與各級學校
  • QJ 個別教育機構、院校、研究機構等，如各大學

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)

• Hong Kong

• 1997.7 onwards

• 專上教育

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.

• 英文

章節

• 9783319585260
• 9783319585277

https://bibliography.lib.eduhk.hk/tc/bibs/305b4eb1

2018-03-02