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首页> 外文期刊>International Journal of Business and Management >Marketing the Institution to Prospective Students – A Review of Brand (Reputation) Management in Higher Education
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Marketing the Institution to Prospective Students – A Review of Brand (Reputation) Management in Higher Education

机译：营销潜在学生 - 对高等教育品牌（声誉）管理的综述

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摘要

This article considers an overview of brand (reputation) management in higher education, with a focus on South Africa. The literature paints a picture necessitating a proactive stance on maximizing the appeal of the institutional brand so as to recruit desirable students and ensure that the institution’s strategic goals are achieved. Inherent in this approach is embracing the competitive challenge, effecting internal remedies and thereafter ensuring that all branding elements are cohesively aligned. Findings suggests that just like any other brand, an institutional brand has the effect of reducing perceived risk for consumers (the students) and allowing the institution a degree of stability in the market place. However, marketers of institutional brands are cautioned against the multiplicity effect, whereby the multifaceted brand can prove challenging to manage. Lastly, a South African framework is reviewed as a means to achieve the above.
机译：本文考虑了高等教育品牌（声誉）管理的概述，专注于南非。文献绘制了一张关于最大限度地提高机构品牌的吸引力的主动性，以便招募所需的学生，并确保所达到机构的战略目标。这种方法的固有是采用竞争性挑战，实现内部补救措施，此后确保所有品牌元素都是内光对齐的。调查结果表明，就像任何其他品牌一样，机构品牌具有减少消费者（学生）的感知风险并允许该机构在市场上稳定的影响。然而，制度品牌的营销人员警告符合多重效应，其中多方面品牌可以证明挑战以管理。最后，审查南非框架作为实现上述手段。

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