Right now I am menroring a Ph.D. thesex on testing Aaker model of brand value in the university. If you are interested, I can connect you wirh a colleafue and I can send you some reading suggestions.
Mirna
I did my doctoral dissertation on a topic related to this question. See the attached file, which is my Chapter 5.
The branding strategy may be different in different countries, but the institution needs to decide its "brand Promise" and make it "important, believable, and distinctive." This can be difficult to do, because all other universities probably have similar brand promises.
Once you know what the core message is, all communication from your institution needs to support and reinforce that message, including paid advertising, other public relations, and all other communication, as well.
Thesis Portrayal of The Mission Of Higher Education In The Media: A...
Branding strategy may vary from country to country and within the country .
Typically a University needs to identify its core competencies such as Teaching. Research , outreach, community involvement and industry interaction. Depending on the strength, each of the above factors can be aggressively used for branding.
Branding may involve focusing on core strengths such as: academic eco-system that links teaching, research and scholarship; student centric courses with employability ; and the positive experience for all types of stakeholders.
Alumni can play a vital role in branding.
Pl see the link
https://www.theguardian.com/higher-education-network/blog/2012/apr/03/branding-universities
There can be many predictors of University brand equity and you can find in literature, But those predictors may or may not be applicable in Bangladesh context.
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