Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …

In recent years, there has been an influx of research in higher education (HE) branding,
which has emerged as an important strategy for HE institutions to gain a competitive …

Purpose This paper aims to propose a dynamic and holistic framework that combines the
brand portfolio audit with the brand architecture redesign. Design/methodology/approach …

This study provides empirical insights into university branding and links it to student
experience, value perception, and consumption journey. It also explores the relationship …

The current study aims at examining the differences between umbrella branding and house
of brands on organizational market share. Various variables are adopted including reach …

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is
complex and constantly under pressure to differentiate. Fashion brands are expanding …

Purpose The objective of the research is to evaluate the experiential branding practices of a
higher education institution (HEI) in India against student perceptions. Design/methodology …

Purpose The implications of multiple organizational identities for branding research have
been scarcely considered. This paper aims to explore what sources of identity internal …

The lack of understanding and application of marketing in universities necessitates research
to improve satisfaction, permanence, lasting relationships, and brand identity, and to …

Transnational higher education (TNHE) providers are a notable part of many domestic
higher education systems. Historically, TNHE providers benefitted from the perceived value …