A Content Analysis of Online Brand Elements of Universities in Ghana

Abstract

This study explores online brand elements of universities in Ghana. The study involves 65 universities and university colleges with functional websites which have been accredited by the Ghana National Accreditation Board. Using Rowley (2009)’s online brand elements framework, a content analysis was conducted on the websites of all 65 universities to identify their online brand elements.  The results show that the universities have logo, graphics, text and copy, current and news, shapes, layout and combination of images and relationship features as elements of their online branding.

Keywords: Online branding, Universities in Ghana, branding, content analysis

DOI: 10.7176/RHSS/9-2-02