ABSTRACT
Higher education institutions operate in increasingly competitive environments and often resort to the application of marketing strategies and instruments. Yet, existing research is not clear on how to transpose marketing principles and notions to higher education in general and universities in particular. This chapter focuses on the connection between organizational culture and the corporate brand (CB) in HEIs. Organizational culture is based on common values and beliefs that form understandings about the functioning of an organization. The CB is an expression of an organization’s essence and uniqueness to be communicated among stakeholders. This chapter discusses how, in the higher education context, the brand ought to reflect the organizational culture through the vision/mission and values. Applications and examples are discussed. Avenues for further research are presented.
