The Impact of Branding in higher education: The Case of Ireland and its postgraduate international Students'

Abstract

For decades, the term "brand" has primarily been associated with corporate branding and business contexts. However, with the increasing competition and internationalization of higher education establishments (HEEs), the significance of branding has extended to the education sector. Recognizing this evolving landscape, the present study aims to evaluate the impact of branding in higher education, specifically focusing on postgraduate international students in Ireland, and its benefits for HEE managers.Within this study, the concepts of branding in higher education, service marketing, and student perception are thoroughly examined. The complex nature of the university model in relation to branding and its importance to students are explored, seeking a deeper understanding of their perceptions. Adopting a quantitative approach, a survey was utilized to collect data, reaching a sample size of 102 respondents, whose responses were meticulously analyzed. The findings shed light on the predominant trends in students' perceptions of branding. Both the existing literature and the empirical results validate the importance of branding. Notably, a vast majority of respondents (90%) recognized and valued branding symbols such as logos, emphasizing the significance of their utilization. Furthermore, they expressed agreement regarding the necessity for HEEs to establish a strong brand identity and maintain a robust presence on social media platforms. While the link between branding and student recruitment was established, it was not as robust as initially hypothesized by the author. However, the findings suggest that branding does play a role in students' decision-making processes to some extent. It is important to note that other factors, such as the campus environment, faculty members, and institutional websites, emerged as influential considerations for prospective students. Consequently, HEE managers are encouraged to allocate their efforts accordingly.The originality of this research lies in its focus on Ireland as the chosen country and its exclusive examination of a specific population, namely postgraduate international students. Although branding in higher education has been discussed in various countries, this study uniquely addresses the Irish context, offering valuable insights to HEE managers and all stakeholders within the Irish third-level education sector.