Abstract:

This article presents a comprehensive literature review addressing the topic of branding in Higher Education while exploring the various factors that shape student’s choice of a Higher Education Institution (HEI). Within the competitive Higher Education landscape, branding has evolved into a pivotal component of HEI identity, image and competitiveness while having a significant impact on students’ decision making process. This review scrutinizes the main concepts associated with the branding and the brand image in the educational context starting from the general branding notion to the branding applied in this specific field while considering the applicability and challenges for its transposition, before investigating the different perspectives of the brand image, notably, the rational and emotional dimensions. By consolidating the existing body of knowledge regarding the branding in HEIs, this article contributes to the understanding of the branding impact on the educational sector while offering an insight on the appeal of the brand image during students’ decision of enrolling in a HEI.