Journal of Product & Brand Management · 2003 · 238 citations · 7 references
BusinessHigher EducationMarketingBrand ManagementInternational Higher EducationInternational MarketingBrand PositioningGlobal Brand ManagementInternational BrandingInternational Market PositioningInternationalization Of Higher EducationStrategic Brand ManagementCross-cultural Brand ManagementCross-cultural BrandingCultural PositioningHigher Education BrandingInternational Brand PositioningMedia Mix DesignMedia Mix StrategyUniversity Branding
Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas university education, and the media they use to gain information about universities. The results suggest that a common media mix can be utilized in Malaysia, Singapore and Hong Kong, and that a standardized or adapted branding strategy could be adopted, depending on how many of these markets universities wish to target. The results have important implications for the positioning of international university brands in Asian markets.
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