Branding Public Universities through Advertising: A Study of Two Public Universities in Ghana

Abstract

Higher education marketing has become a major avenue for institutions to deliver marketing communication activities. Consequently, research that provides insights into branding has been of importance to academic and management practitioners. The objective of this study was to appraise how UEW and UCC utilise branding and advertising to enhance their brand identities and images. The study adopted a qualitative approach to gather data from respondents at UEW and UCC. Primary data (interviews) and secondary data (letters, reports, newspapers, among others) were relied upon in testing the propositions developed through literature review. The outcome of the study provides support for a service brand identity comprising six facets: physique, personality, relationship, reflection, culture and self-image. The discussion outlines how the findings lend credence to these elements to create a brand identity implied by existing brand identity framework. The data points to positive results for higher institutions which desire to invest and maintain strong brand identity and image given that these facets influence competition. For branding and advertising to effectively promote the image of institutions, a strategically planned branding programme is recommended to attract more constituents.

Keywords: branding, advertising, brand, corporate identity systems, Kapferer’s identity prism model