Components of Brand Development for Private University

Abstract

The purposes of this research were 1) to investigate the components of brand development for private university and 2) to verify the indicators for components of brand development for private university.  The population of the research included  43  private universities under office of the Higher Education Commission, the Ministry of Education by using Krejcie and Morgan’s  random number table to determine the sample size.
The sample consisted of 36 private universities by simple random sampling.
The respondents were comprised of deans, lecturers, and students of private universities, totaling 288 persons. The research procedures were divided into 3 stages including 1) synthesizing the factors relating to the components of brand development for private university 2) constructing research instruments and analyzing components of brand development for private university and 3) verifyingindicators for components of brand development for private university by connoisseurship. The instruments of the research were the semi-structured interview, questionnaire about the components of brand development for private university, and connoisseurship form. The statistics use for data analysis were frequency, percentage, arithmetic mean, standard deviation , mode, and exploratory factor analysis.

The research results revealed that 1) there were 5 components of brand development for private university namely; advancement of  brand , brand platform , brand communication through media, brand prominence, and personal identity of brand and 2) there were 24 indicatorsfor components of brand development for private university.