Brand Capital as a Determinant of Institutional Prestige and Student Choice in the Higher Education System

Abstract

This study investigates the pivotal role of brand capital in shaping institutional prestige and influencing student
choice within the higher education system. Amidst intensifying competition and increasing marketization of higher education,
the construct of brand capital offers a nuanced lens through which to understand how institutions navigate challenges
and leverage their reputational assets to attract prospective students. Drawing on a multidisciplinary theoretical
framework that amalgamates insights from branding, educational economics, and decision theory, this research employs
a mixed-methods approach. Quantitative data, gathered through a survey of prospective students across diverse geographic
regions, assess the weight of brand capital in their decision-making processes. Complementary qualitative interviews
with higher education administrators reveal strategies employed to cultivate and harness brand capital. Findings
underscore the multifaceted impact of brand capital, not only as a driver of student choice but also as a cornerstone of
institutional strategy for differentiation and competitiveness. This study contributes to the discourse on higher education
management by elucidating the mechanisms through which brand capital influences both student perceptions and institutional
positioning. Moreover, it offers practical insights for higher education leaders seeking to navigate the complex
interplay between brand building and educational excellence. By delineating the contours of brand capital’s influence,
the research provides a foundation for further exploration into its strategic utilization in the higher education landscape.