Effective brand positioning of universities amongst Chinese societies in Singapore and Malaysia

Abstract

Although branding has become the latest focus in tertiary education to attract international students, little has been written about the influence of brand message on student’s choice of education destination in Asian markets. In a review of the literature, hypotheses are developed and summarised in a hypothetical model which was validated by questionnaire survey. The result of this study suggests that effective brand positioning of university is contingent on the type of message projected, the promotional media used, and the cultural values of potential student. The results have important implications for marketers of export education. This paper recommends further research into the influence of emotion in student’s choice of study destination.