Educational marketing has gained significance in the past few decades. Is it really important to build brand equity for universities?
In today's competitive world, educational is a must for private sector universities. Because, due to mushrooming of lot of educational institutions, students are finding it difficult to select the best educational institutions which is going to determine their life. If private universities want to sustain the competition, then they have to highlight their key points through educational marketing.
It is very Important. Marketing is all about increasing brand (University) awareness, image and perceived quality, which has a direct relationship with company (University) performance.
Reference: Context is different but philosophy remains same.
Article Customer-based brand equity and firms' performance in the te...
Having said that, Marketing is not enough. With increased awareness and image' companies (universities) must improve its service quality. Marketing and more awareness damage the company (university) if quality of product or service is not good.
Reference: Context is different but philosophy remains same.
Article Measuring and Comparing the Desired and Actual Service Quali...
I have written two papers on universities service quality and brand equity, if you found answer useful, please follow these two projects. I will papers under these projects.
https://www.researchgate.net/project/Exploring-Transformative-Marketing-The-Future-of-Marketing
https://www.researchgate.net/project/Buzdar-Insights-Research-Projects-Research-Papers-in-Progress
https://www.researchgate.net/project/Collaborative-Work-5
Building the brand takes up space in the mind and hearts. It is indispensable.
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