Abstract:

In recent decades, many global universities have increasingly implemented marketing and branding strategies from for-profit organizations to adequately respond to the challenges caused by the rapidly changing educational environment, increasing domestic and international competition, shrinking financial support from governments and a decline in university-going populations (Hemsley-Brown & Goonawardana, 2007; Stephenson & Yerger, 2014; Wilkins et al., 2015). This population decline results in an increasing number of open seats in classrooms and while the overall enrollment ratio of students entering higher education is on the rise, the total number of annual enrollments has declined due to these demographic changes. As a result of these transitions, innovative and effective branding, which increases student recruitment and retention, is an integral aspect of educational administration and tertiary education leadership strategy.