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The Notion of Branding in the Higher Education Sector: The Case of Hong Kong

  • Queenie K. H. Lam
  • Hayes H. H. Tang
Chapter
  • 729 Downloads

Abstract

This chapter observes that branding is a stated strategic priority of four out of seven public universities in Hong Kong. However, the branding activities they propose miss the essence—the alignment of their various identities. By adapting the concept of corporate branding to the analysis of their self-representations in four distinctive types of communication materials (strategic plans, vision and mission statements, student recruitment materials, and press releases), we introduce a new approach to university branding study by examining the content alignment in addition to the content itself. Findings show that while all Hong Kong universities have balanced their self-representations between excellence and uniqueness, new technical universities that openly state branding as a priority show more signs of alignment in the communication materials.

Keywords

Branding Strategic Priority Higher Education Hong Kong Identity Brand Alignment Technical University Communication Materials (Strategic Plans, Vision and Mission Statements, Student Recruitment Materials and Press Releases) 

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Queenie K. H. Lam
    • 1
    • 2
  • Hayes H. H. Tang
    • 3
  1. 1.Centre for Higher Education Governance GhentGhent UniversityGhentBelgium
  2. 2.University of KasselKasselGermany
  3. 3.The Education University of Hong KongTai PoHong Kong

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