Analysis of the Branding of the Higher Education Institution

Abstract

This article is based on an overview of the challenges faced by HEIs in the
branding process and then recommends appropriate strategies for university branding. The most
important challenges facing HEIs are the inability to create a brand identity, difficulties in
communicating the brand through appropriate branding activities, cultural issues affecting HEIs,
pros and cons of alliances and partnerships, and inadequate infrastructural facilities.