The marketization of higher education refers to the trend of treating education as being a marketable commodity [1]. This agenda has been driven over recent years by increased competition among universities as they strive to attract both students and funding against a backdrop of falling birthrates [2]. In this context, university branding has become a critical strategy for institutions to use in an effort to differentiate themselves from each other and to thereby establish their own unique identity. Effective branding can influence prospective students’ decisions regarding which university to attend. It can also enhance their perceived value regarding a university, its courses, and the value for money offered by its educational provision. Furthermore, it may foster loyalty among current students and alumni [3].

Branding in this sense involves various elements, such as visual identity, online presence, and reputational management. Together, these aspects of branding need to be “weaponized” to ensure that they appeal to prospective students, staff, and other key stakeholder groups. Considering visual identity, a university’s logo and color scheme are integral parts necessary for creating a memorable and recognizable brand. Ideally, these elements are designed to reflect a university’s values and heritage ^[4][5][6][4,5,6] and can be supported by the use of agreed typographical and design elements including the consistent use of fonts and styles across all platforms and marketing channels. In the case of online presence, an up-to-date and engaging website and active social media profiles are crucial for reaching the digital-native audience [7], and a content strategy based upon regular and high-quality material that highlights a university’s achievements, research, and student life helps to maintain engagement and interest and build a positive image [8].

De Heer and Tandoh-Offin [9] stressed the importance for universities to possess a comprehensive understanding of branding’s role and the advantages it offers. By grasping how higher education organizations can cultivate desirable and successful brands, universities can attract top-tier academics and high-achieving students, thereby enhancing their public perception and fostering goodwill [10]. The quality of the customer experience is shaped by every interaction that a university has with both internal and external stakeholders. Positive experiences contribute to enhancing a university’s reputation, consequently reinforcing its brand and bolstering brand equity [11]. Thus, comprehending the fundamentals of effective brand management in higher education has become an imperative.

This entry considers the complexities of brands and brand management and relates them to the context of universities operating within the higher education sector. The key strategic dimensions of branding that universities need to consider when building their brand equity are discussed in detail, and suggestions are made for actions that can be taken for maximizing the resulting brand performance.