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.

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.
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