Akwasi B Boateng
University of KwaZulu-Natal, Communication, Media And Society, Doctoral (PhD) Candidate / Researcher
University of KwaZulu-Natal, Center for Communication, Media and Society (CCMS), Doctoral (PhD) Candidate / Researcher
Dr Boateng holds a PhD in Cultural and Media Studies from the University of KwaZulu-Natal, South Africa. His research interests include Political and Election Communication, Persuasion ,Social media and Political Public Relations. He is a member of several academic and professional bodies across the world. He has a number of publications in peer reviewed journals and books, among others.
Phone: +27634252161
Address: Centre for Communication, Media and Society, College of Humanities, School of Applied Human Science, Howard College Campus, University of KwaZulu-Natal, Memorial Tower Building, Ground Floor, Mazisi Kunene Avenue, Glenwood, Durban, 4041, South Africa..
Ghana Address: Post Office Box GP. 22427, Accra, Ghana
Phone: +27634252161
Address: Centre for Communication, Media and Society, College of Humanities, School of Applied Human Science, Howard College Campus, University of KwaZulu-Natal, Memorial Tower Building, Ground Floor, Mazisi Kunene Avenue, Glenwood, Durban, 4041, South Africa..
Ghana Address: Post Office Box GP. 22427, Accra, Ghana
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Papers by Akwasi B Boateng
Higher education marketing has become a major avenue for institutions to deliver marketing communication activities. Consequently, research that provides insights into branding has been of importance to academic and management practitioners. The objective of this study was to appraise how UEW and UCC utilise branding and advertising to enhance their brand identities and images. The study adopted a qualitative approach to gather data from respondents at UEW and UCC. Primary data (interviews) and secondary data (letters, reports, newspapers, among others) were relied upon in testing the propositions developed through literature review. The outcome of the study provides support for a service brand identity comprising six facets: physique, personality, relationship, reflection, culture and self-image. The discussion outlines how the findings lend credence to these elements to create a brand identity implied by existing brand identity framework. The data points to positive results for higher institutions which desire to invest and maintain strong brand identity and image given that these facets influence competition. For branding and advertising to effectively promote the image of institutions, a strategically planned branding programme is recommended to attract more constituents. Concluding remarks indicate the theoretical and managerial implications as well as limitations and suggestions for future research.
Higher education marketing has become a major avenue for institutions to deliver marketing communication activities. Consequently, research that provides insights into branding has been of importance to academic and management practitioners. The objective of this study was to appraise how UEW and UCC utilise branding and advertising to enhance their brand identities and images. The study adopted a qualitative approach to gather data from respondents at UEW and UCC. Primary data (interviews) and secondary data (letters, reports, newspapers, among others) were relied upon in testing the propositions developed through literature review. The outcome of the study provides support for a service brand identity comprising six facets: physique, personality, relationship, reflection, culture and self-image. The discussion outlines how the findings lend credence to these elements to create a brand identity implied by existing brand identity framework. The data points to positive results for higher institutions which desire to invest and maintain strong brand identity and image given that these facets influence competition. For branding and advertising to effectively promote the image of institutions, a strategically planned branding programme is recommended to attract more constituents. Concluding remarks indicate the theoretical and managerial implications as well as limitations and suggestions for future research.