The Challenges of Branding in Higher Education Institution

Abstract

Evaluating the perception of managers on brand management in Higher Education Iinstitutions (HEIs) which are members of Associação Catarinense das Fundações Educacionais (ACAFE), in Santa Catarina, Brazil, is the main goal of this study. It is an exploratory study based on the qualitative approach, carried out by the multiple cases method. The primary data were gathered through in-depth interviews, semi-structured guide, and social subjects were rectors and those responsible for marketing of the institutions members of ACAFE. Regarding the interpretation of responses obtained in the research it was carried out through content analysis. The results show that there is understanding and recognition on the importance of brand management in HEIs. Moreover, this process is the responsibility of everyone in the institution. Though, there are still challenges to the consolidation of this process such as: brand positioning, public commitment and internal resistance to change. In sum, as there are few studies on the topic, these results help to develop the knowledge about the process of brand management in HEIs.