Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section

Abstract Due to the increasingly competitive landscape in the international higher education marketplace, colleges and universities have much to gain from the benefits of successful branding. In the commercial realm, the knowledge base on branding topics is extensive; in the realm of non-profit higher education institutions, however, more research is needed. As higher education institutions strive to develop distinctive identities, deeper understanding about topics such as brand identity, meaning, image, and reputation will enable brand owners to communicate more effectively with stakeholders including faculty, students, alumni, employers, and others. The articles in this special section describe research using a variety of qualitative (e.g., case study, fuzzy set analysis, metaphor analysis) and quantitative methods (e.g., cross-sectional surveys with data subjected to regression or structural equation modeling) utilizing primary and secondary data Scholarly contributions include new frameworks and perspectives to strengthen brand architecture of higher education institutions in the international marketplace. Practitioner readers may gain new insights for effective brand building in their own higher education institution.