ERIC Number: EJ1426331
Record Type: Journal
Publication Date: 2024
Pages: 14
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1360-080X
EISSN: EISSN-1469-9508
University Brand Building and Recognition: Experiences of a Selected Young University in China
Catherine Yuan Gao; Kexin Yu; Xu Liu
Journal of Higher Education Policy and Management, v46 n3 p307-320 2024
With increased competition for talented students and academic staff, many universities have recognised the importance of brand building to better position in the field. This study selected a recently founded public university in China as the case to explore in what way a young university's brand is constructed and to what extent such a brand is recognised by different stakeholder groups. Multiple sources of both quantitative and qualitative data were collected and analysed, informed by the theoretical lens of Bourdieu's symbolic capital. Findings of this study show that a university's brand conveys symbolic meaning and serves the function of distinguishing oneself from competitors in a non-market field. This study also suggests that the value of a particular university's brand is not equally recognised by different stakeholders. A properly managed brand can generate advantages for universities, particularly young ones, to occupy their position in the field.
Descriptors: Foreign Countries, Reputation, College Environment, Institutional Advancement, Strategic Planning, Competition, Public Colleges, Student Recruitment, Publicity
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: China
Grant or Contract Numbers: N/A