What universities can learn from businesses. A conceptual model of brand orientation within the context of higher education

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The study explores the relationship between brand orientation and reputation in higher education institutions. It emphasizes that universities must maintain excellence in their academic and social missions to attract top talent. By diversifying and differentiating themselves, institutions can enhance their status and meet the expectations of policymakers. The report aims to provide insights into how improved branding can lead to a stronger reputation, positioning universities as competitive players in the global education landscape.