The Influence of Corporate Branding on Students' University Choice in Kenya

Abstract

This article presents an exploratory study investigating the influence of corporate branding on the university choice of postgraduate students in selected universities in Kenya. The purpose of the research was to understand how internal, external, and service mix branding strategies shape students' perceptions and decisions. This study was significant as it sought to offer insights into the critical role of branding in the competitive higher education sector in Kenya. The study analyzed various branding strategies employed by universities, focusing on their effectiveness in shaping students’ perceptions of academic excellence, reputation, facilities, and overall value proposition. Data was collected through surveys with postgraduate students, providing a comprehensive view of the branding landscape. The findings highlighted that effective corporate branding significantly enhances the perceived academic strengths and unique programs of universities. Correlation between strong branding and perceptions of prestige was largely positive, as it required careful management to ensure that the emphasis on branding complements and enhances the actual quality and inclusiveness of the education provided. The promotion of state-of-the-art facilities and comprehensive branding that communicated the overall value and benefits of attending the university, including career prospects and alumni success, positively impacted students' choices. The study concluded that corporate branding substantially influences students' university choices in Kenya. It recommends that universities invest in robust and consistent branding strategies that clearly communicate their strengths and unique offerings. The study recommends that universities use both traditional and digital media to enhance their brand presence and engage with prospective students. It suggests that universities continuously assess and adapt their branding strategies to stay competitive in the dynamic educational environment in Kenya.