ABSTRACT
This chapter explores the domain of corporate brand communications and its relevance for the sector of higher education. The primary argument is that brand positioning for higher education institutions (HEI) requires the management of controlled (managerial/organizational communication and marketing communications) and uncontrolled communications. This chapter discusses how HEIs should internally and externally communicate their corporate and individual brand values as a means of improving their image with stakeholders. By drawing on the literature on corporate branding and higher education marketing, this chapter discusses how HEIs can communicate their corporate identities via conventional and digital means of communication. The chapter concludes with suggestions regarding the managerial steps that can be taken for planning and executing HEI brand communication programs, while also offering options for future research in brand communications in the context of HEIs.
