Document Type : Research Paper
Authors
1
Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran
2
Associate Professor, Department of Business Administration, Faculty of Management, Kharazmi University
3
Associate Professor, Department of Business Administration, Institute for Humanities and Cultural Studies, Tehran, Iran
10.22051/bmr.2024.44389.2487
Abstract
Contrary to its origins, the discourse on brand and branding has permeated various social domains, including higher education. This study investigates the detrimental factors associated with branding in Iran’s higher education system and explores the challenges universities and educational and research institutions face in building strong brands. Employing in-depth semi-structured interviews, 12 professors, scientific experts and university professionals have been engaged, selected through judgmental non-probability sampling and chain referral methods. Through thematic analysis of the interview transcripts, 106 codes and 23 sub-themes have been identified, which were further categorized into seven main themes. The research findings reveal seven categories of damages caused by branding in the higher education system: deficient brand-oriented strategic thinking, excessive bureaucracy, inadequate stakeholder engagement, overemphasis on quantification, limited international recognition, rigid adherence to formalism, and ritualistic interpretation of branding concepts. These insights provide valuable guidance to policymakers and administrators in developing, strengthening and advancing university brands.
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