Corporate Branding and Communication Strategies: Assessment of Ethiopian Higher Education Institutions

Abstract

Today, people have access to abundant information. Hence, differentiation is considered as an important strategy to get seen by the target audience. To this end, organizations need to use unique corporate identities to create positive images. Accordingly, universities are required to plan and communicate their identities to build sustained collaborations with key stakeholders. This study aimed at examining corporate branding and communication strategies in Ethiopian Public Higher Institutions. Using stratified systematic sampling, six first generation universities and six proximate preparatory schools were selected. Then, using quota sampling method, a total of 300 regular students (50 from each university) and 300 preparatory students (50 from each school) were selected. Besides, 12 corporate communication personnel (2 from each university) were involved. A descriptive research method was used employing both qualitative and quantitative approaches. Data have been gathered using questionnaire, interview, content analysis and observation. The results show that universities have not implemented effective corporate branding and communication strategies; there are gaps in branding their institutions using unique features and in communication utilizing effective strategies. Students pointed out that they have not been provided with consolidated information about the universities. Hence, they relied on information from other people such as family members, friends, and teachers etc to choose their preferred university. This implies that universities need to assess their corporate branding and communication strategies. Most importantly, the issue needs further studies for better understanding of the problem in all the universities to implement effective educational branding and communication strategies.