Qualitative Insights into Brand Management Practices of Universities in Emerging Markets: The Ghanaian Perspective

Abstract

Increasing competition emanating from private sector participation in Ghana’s higher education is redefining management practices of most universities. University brands in students’ consideration set are those that offer easier recall and are inherently distinctive and appealing. A brand identified as such would signify quality and offer a strong sense of association for potential students to grasp what it is and what makes it special. This study examined brand management practices employed by Ghanaian Public and Private Universities to enhance university brand equity in the country. The study was conducted using in-depth interviews with Public Relations/Marketing Directors of five (5) public and private universities. The study showed that universities use different brand elements and devices to differentiate their brands. Various activities are also carried out including PR audits and feedback on lecturer evaluations to measure customer perceptions of the brand. Universities however had little or no budget for brand building activities.

Key Terms: University, Higher Education, Brand Management, Ghana