Brand Equity of a Public University as a Strategic Intangible Asset
( Pp. 86-100)
More about authors
Nasyrova Elena V.
Cand. Sci. (Polit.); associate professor, Department of Integrated Communications and Advertising
Russian State University for the Humanities
Moscow, Russian Federation
Russian State University for the Humanities
Moscow, Russian Federation
Abstract:
The article examines the brand equity of a public university as a strategic intangible asset that determines its competitiveness in the higher education market. Based on the analysis of classical and contemporary international brand equity theories (D. Aaker, K. Keller, et al.), as well as Russian academic studies, the paper highlights the specific features of brand equity formation and measurement in higher education institutions. Particular attention is paid to the specificity of a public university brand, which combines educational, social, and public missions. The study systematizes key dimensions of university brand equity, including image-related, behavioral, and economic components, and reviews existing approaches to their assessment. Special emphasis is placed on economic models of university brand equity evaluation that link brand strength with financial performance indicators. As a перспективе research direction, the article highlights the need to investigate the impact of public university brands not only on institutional performance, but also on the image of the state and its long-term socio-economic and humanitarian development.
How to Cite:
Nasyrova, E.V. (2026). Brand equity of a public university as a strategic intangible asset. Sociopolitical Sciences, 16(2), 86–100. DOI: 10.33693/2223-0092-2026-16-2-86-100. EDN: OXAPOM
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Sultan P., Wong H.Y. How service quality affects university brand performance, university brand image and behavioral intention: The mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management. 2019. Vol. 26. Issue 3. Pp. 332–347. DOI: 10.1057/s41262-018-0131-3.
Tong X., Hawley J.M. Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product & Brand Management. 2009. Vol. 18. Issue 4. Pp. 262–271. DOI: 10.1108/10610420910972783.
Watkins B.A., Gonzenbach W.J. Assessing university brand personality through logos: An analysis of the use of academics and athletics in university branding. Journal of Marketing for Higher Education. 2013. Vol. 23. Issue 1. Pp. 15–33. DOI: 10.1080/08841241.2013.805709.
Wilson E.J., Elliott E.A. Brand meaning in higher education: Leaving the shallows via deep metaphors. Journal of Business Research. 2016. Vol. 69. Issue 8. Pp. 3058–3068. DOI: 10.1016/j.jbusres.2016.01.021.
Yoo B., Donthu N., Lee S. An examination of selected marketing-mix elements and brand equity. Journal of the Academy of Marketing Science. 2000. Vol. 28. Issue 2. Pp. 195–211. DOI: 10.1177/0092070300282002.
Bakumenko O.A., Shafranskaya I.N., Ivanova N.Yu. et al. Branding of Russian universities: From idea to implementation. O.A. Bakumenko (ed.). Moscow: IPR Media, 2025. 348 p. ISBN: 978-5-4497-3688-8.
Mitrofanova T.Yu. Development of a competitive strategy for a university in the educational services market. Dis. ... of Cand. Sci. (Econ.). St. Petersburg, 2011. 188 p.
Cherkasova I.I., Cherkasov V.V., Cherkasov A.V. University brand as a factor of attracting applicants. The Education and Science Journal. 2023. Vol. 25. No. 1. Pp. 50–83. (In Rus.). DOI: 10.17853/1994-5639-2023-1-50-83.
Yusupova G.R. Economic evaluation of the brand of an educational institution. Dis. ... of Cand. Sci. (Econ.). Ufa, 2009. 183 p.
Aaker D. Managing brand equity. New York: Free Press, 1991. 299 p.
Ambler T., Bhattacharya C.B., Edell J. et al. Relating brand and customer perspectives on marketing managemen. Journal of Service Research. Vol. 5. No. 1. 2002. Pp. 13–25.
Chatzipanagiotou K., Veloutsou C., Christodoulides G. Decoding the complexity of the consumer-based brand-equity process. Journal of Business Research. 2016. Vol. 69. Issue 11. Pp. 5479–5479. DOI: 10.1016/j.jbusres.2016.04.159.
Farjam S., Hongyi X. Reviewing the concept of brand equity and evaluating consumer-based brand equity (CBBE) models. International Journal of Management Science and Business Administration. 2015. Vol. 1. Issue 8. Pp. 14–29.
Furedi F. Introduction to the marketisation of higher education and the student as consumer. In: The marketisation of higher education and the student as consumer. M. Molesworth, R. Scullion, E. Nixon (eds.). Oxford: Routledge, 2011. Pp. 15–22.
Im H.H., Kim S.S., Elliot S., Han H. Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing. 2012. Vol. 29. Issue 4. Pp. 385–403. DOI: 10.1080/10548408.2012.674884.
Kaushal V., Ali N. University reputation, brand attachment and brand personality as antecedents of student loyalty: A study in higher education context. Corporate Reputation Review. 2020. Vol. 23. Issue 4. Pp. 254–266. DOI: 10.1057/s41299-019-00084-y.
Keller K.L. Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing. 1993. Vol. 57. No. 1. Pp. 1–22.
Keller K.L. Strategic brand management: Building, measuring, and managing brand equity. 4th ed. New Jersey, NJ: Prentice-Hall, Upper Saddle River, 2013. 592 p.
Md Noor S.M., Manan K.A., Kuthoos H.M.A. Assessing corporate brand equity of public universities. Malaysian Journal of Communication. 2019. Vol. 35. Issue 3. Pp. 283–299. DOI: 10.17576/JKMJC-2019-3503-17.
Mourad M., Meshreki H., Sarofim S. Brand equity in higher education: Comparative analysis. Studies in Higher Education. 2020. Vol. 45. Issue 1. Pp. 209–231. DOI: 10.1080/03075079.2019.1582012.
Newman S., Jahdi K. Marketisation of education: Marketing, rhetoric and reality. Journal of Further and Higher Education. 2009. Vol. 33. Issue 1. Pp. 1–11. DOI: 10.1080/03098770802638226.
Nguyen B., Yu X., Melewar T.C., Hemsley-Brown J. Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research. 2016. Vol. 69. Issue 8. Pp. 3105–3112. DOI: 10.1016/j.jbusres.2016.01.026.
Oh T.T., Keller K.L., Neslin S.A. et al. The past, present, and future of brand research. Marketing Letters. 2020. Vol. 31. Issue 2-3. Pp. 151–162. DOI: 10.1007/s11002-020-09524-w.
Pinar M., Girard T., Basfirinci C. Examining the relationship between brand equity dimensions and university brand equity: An empirical study in Turkey. International Journal of Educational Management. 2020. Vol. 34. Issue 7. Pp. 1119–1141. DOI: 10.1108/IJEM-08-2019-0313.
Pinar M., Trapp P. Creating competitive advantage through ingredient branding and brand-ecosystem: The case of Turkish cotton and textiles. Journal of International Food & Agribusiness Marketing. 2008. Vol. 20. Issue 2. Pp. 29–56. DOI:10.1080/03075079.2019.1582012.
Pinar M., Trapp P., Girard T., Boyt T.E. University brand equity: An empirical investigation of its dimensions. International Journal of Educational Management. 2014. Vol. 28. Issue 6. Pp. 616–634. DOI: 10.1108/IJEM-04-2013-0051.
Pinar M., Trapp P., Girard T., Boyt T.E. Utilizing the brand ecosystem framework in designing branding strategies for higher education. International Journal of Educational Management. 2011. Vol. 25. Issue 7. Pp. 724–739. DOI: 10.1108/09513541111172126.
Rosenbaum-Elliott R., Percy L., Pervan S. Strategic brand management. 2nd ed. Oxford: Oxford University Press, 2011.
Sultan P., Wong H.Y. An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a university. Managing Service Quality: An International Journal. 2014. Vol. 24. Issue 5. Pp. 487–521. DOI: 10.1108/MSQ-01-2014-0007.
Sultan P., Wong H.Y. How service quality affects university brand performance, university brand image and behavioral intention: The mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management. 2019. Vol. 26. Issue 3. Pp. 332–347. DOI: 10.1057/s41262-018-0131-3.
Tong X., Hawley J.M. Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product & Brand Management. 2009. Vol. 18. Issue 4. Pp. 262–271. DOI: 10.1108/10610420910972783.
Watkins B.A., Gonzenbach W.J. Assessing university brand personality through logos: An analysis of the use of academics and athletics in university branding. Journal of Marketing for Higher Education. 2013. Vol. 23. Issue 1. Pp. 15–33. DOI: 10.1080/08841241.2013.805709.
Wilson E.J., Elliott E.A. Brand meaning in higher education: Leaving the shallows via deep metaphors. Journal of Business Research. 2016. Vol. 69. Issue 8. Pp. 3058–3068. DOI: 10.1016/j.jbusres.2016.01.021.
Yoo B., Donthu N., Lee S. An examination of selected marketing-mix elements and brand equity. Journal of the Academy of Marketing Science. 2000. Vol. 28. Issue 2. Pp. 195–211. DOI: 10.1177/0092070300282002.
Keywords:
brand equity, university brand, public university, higher education, intangible assets, university competitiveness, brand valuation, state image.
