ABSTRACT
Building a brand image is critical for any organization, including educational institutions. An institution’s brand image will directly impact the quality of faculty and students, which will in turn contribute to further develop its brand image in the broader community. The development of a clear, value-laden brand identity serves as an important foundation for institution-based brand communication with stakeholders, including the message and symbols used to create and communicate this identity. Appropriate management of the institution’s brand identity is required, particularly in today’s rapidly-changing environment.
