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Introduction: Mapping the Global Brandscape of Higher Education

  • Gerardo Blanco Ramírez
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Abstract

This chapter situates marketing and branding for higher education in a context of global competition. Brandscapes suggest a complex territory that requires new conceptual tools. Among these concepts, global competition and position taking (Marginson in Higher Education 52:1–39, 2006; Journal of Studies in International Education 11:5–32, 2007; Handbook of globalization and higher education, Edward Elgar, Cheltenham, 2011) are of particular interest. Other emergent higher education phenomena, such as accreditation and rankings, are not to be understood only as quality assurance strategies, but also as instruments for institutional branding and strategy in response to the acceleration of competition (Blanco Ramirez in Discourse: Studies in the Cultural Politics of Education 36:329–342, 2015). This chapter discusses existing literature on the topic and highlights emergent theories of marketing and branding in higher education. This theoretical discussion sets the stage for the case studies presented in each of the subsequent chapters.

Keywords

Branding Competition Higher education Marketing-brandscape 

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Gerardo Blanco Ramírez
    • 1
  1. 1.University of Massachusetts BostonBostonUSA

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