Factors Affecting Higher Education Branding According to the Students – A Study of Engineering and Management Institutes in the State of Punjab.

Abstract

This study focuses on the perception of students regarding various dimensions that create and improve the brand of a university/ institute. Previous research highlights students as key stakeholders in higher education system. The purpose of this study is to understand the perspective of students, who essentially are the customers in the higher education market regarding the branding of the institutes of higher education. A survey was conducted with 400 students of various institutes/universities of Punjab. Exploratory factor analysis was used to find out various factors that they considered to be most important for branding of higher education institutes. Findings suggest that student support and development was the most important factor followed by marketing and media activities.