(Re)branding Strategies in Higher Education

Higher education institutions (re)branding has become crucial for attracting a diverse student population, improving competitiveness, and aligning with global educational standards. However, the implementation strategies are still unexplored, especially in developing countries HEIs. This research critically reviewed 56 existing studies on (re)branding in higher education following the PRISMA approach to draw core lessons for HEC-Kinshasa. The findings revealed five themes: strategic digital (re)branding and market positioning, university brand equity and student perception, brand identity and student experience, (re)branding and stakeholder engagement, globalisation, internationalisation and marketisation. The chapter suggests multifaceted (re)branding strategies for HEC-Kinshasa encompassing a unique brand identity, enhancement of student experience, solid stakeholder collaboration, international involvement, and marketisation. By implementing these strategies, HEC-Kinshasa can enhance its competitive advantage locally and internationally, ensuring its performance and positioning.