ABSTRACT
It is evident that the higher education sector, and in particular business schools, are becoming highly competitive worldwide. The number of universities offering business programmes is on the rise and so are the fees charged. Recent publications on higher education suggest that branding is now an important way for relevant institutions to stand out from the crowd and differentiate themselves regardless of their ranking positions. However, research that relates to branding in higher education remains conceptual and theoretical in nature. Corporate brand image has been argued as the way forward for business schools’ brand differentiation and reputation building. In theoretical terms, the study presented in this chapter contributes by exploring and developing the dimensions of corporate brand image in business schools and empirically tests it on students’ satisfaction and their behavioural intentions (recommendations). The study is supported by responses from 558 respondents. Also, the potential ways in which educators can design their university corporate brand are discussed.
