AN EMPIRICAL INVESTIGATION

Over the past several years, colleges and universities have struggled in the face of an increasingly challenging

environment. A difficult economic situation on national and local levels, combined with increasing competition on a

global basis, has exposed the weaknesses inherent with the traditional marketing approaches employed by the higher

education sector. As a result, colleges and universities, realizing the need for an effective strategic posture, are

turning to branding and brand management in order to develop competitive advantage and sustainable success.