University brand: A systematic literature review

Despite its significant role, brand management is an oft-overlooked and challenging aspect in the development of academic institutions, especially in higher education context. Based on a systematic review of journal articles from various sources including ScienceDirect, Emerald Insight and SpringerLink during the 2000–2021 period, the authors of this paper seek to identify, evaluate, and analyze university brand. After careful consideration of academic publications based on their relevance for the research objectives, 43 articles have been included in this comprehensive and integrative review. Special attention is paid to the theories underlying brand management, brand positioning, brand identity of a higher education institution, marketing strategies, as well as implications for management, students, and staff. Moreover, some valuable lessons which a university can learn from a company in marketing are identified. Thereby, the competitive advantages of a university would be firmly enhanced. It is our hope that this paper will explore a new path for further research and provide another perspective for administrators, authors and practitioners in the area of university brand.