Analysis Of Branding in Higher Education Institutions: Approaches and Their Influence on Institutional Success
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Abstract
Branding in higher education institutions has become a critical strategy for enhancing competitiveness in the context of globalization, particularly in the digital era where social media plays a vital role in sustaining long-term relationships with students. This study aims to synthesize branding approaches and examine their impacts on institutional success through a bibliometric analysis using VOSviewer. A total of 499 articles published between 1998 and 2024 were retrieved from the Scopus database. The findings indicate that higher education branding consists of two primary dimensions: 1. Brand Capability, which emphasizes institutional identity and distinctiveness, and 2. Emotional Benefits of Brands, which foster trust, positive relationships, and student engagement.
Moreover, the analysis highlights a significant surge in research after 2018, reflecting the increasing complexity of higher education marketing and brand communication. This study underscores the strategic role of branding in driving sustainability and enhancing institutional distinctiveness at the global level. It also provides directions for future research, particularly in the context of Thailand, to further advance knowledge in this field.
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