Corporate Branding in Higher Education

Corporate Branding (CBing) encapsulates the internal organizational structures, systems, processes and the external branding activities of corporate communication and related interactional process. The two major constituents of CBing are corporate identity that differentiates and sets apart an organization from another and the corporate image defined as the perception of customers. CBing of a Higher Educational Institution (HEI) as a marketing activity endows the organization with functional values and experiential features. The success of CBing depends on the extent of internal and external branding and the way they are blended. The elements of CBing of a HEI and the way it is branded determine the success of it.