Corporate Branding has been suggested as an appropriate branding strategy for branding services as opposed to service product branding (Dall’Olmo Riley and de Chernatony, 2000). As corporate branding takes into account the perspectives of various stakeholders associated with the organization, this concept then becomes a crucial strategy when branding and marketing educational institutions. This paper provides an important theoretical contribution to services marketing literature by providing conceptual applications of corporate branding to educational institutions.
The paper also examines how different stakeholders including staff, students, admissions officers and other related faculty and parents can be integrated to enhance the branding of education. In addition to the theoretical contribution, managerial implications on using corporate branding are raised as part of future research issues.
Heaney, J-G., & Heaney, M. F. (2008). Services branding strategies: Using corporate branding to market educational institutions. Paper presented at the Academy of World Business, Marketing and Mangement Development Conference. Rio de Janeiro, Brazil, 14-17 July.