Brand Identity of Higher Educational Institutions

摘要

The purpose of this study was to identify the dimension of brand identity in Higher Educational Institutions (HEls). This study gathered data from 371 students from public and private HEls in Malaysia. Confirmatory Factor Analysis was conducted to test the brand identity dimensionality. Brand identity was found consists of visual and verbal identity. Visual identity consists of service facilities, employee service, product, price, culture, employee development, and process. Verbal identity consists of channel, word-of-mouth, public relation, and promotion.