From research excellence to brand relevance an alternative model for strategic higher education reputation building

Abstract

Abstract: In this article a novel approach to reputation development at higher education institutions is argued. Global reputation development at higher education institutions is largely driven by research excellence, predominantly measured by research output, and predominantly reflected in hierarchical university rankings which, in turn, is equated with brand equity. It is argued that the current approach to reputation development in higher education institutions is modernist and linear, strangely out of kilter with the complexities of a transforming society in flux, the demands of a diversity of stakeholders, and the drive towards transdisciplinarity, laterality, reflexivity and relevance in science itself. Whilst good research remains an important ingredient of a university’s brand value, a case is made for brand relevance, cocreated in collaboration with stakeholders, as an alternative, non-linear way of differentiation, in light of challenges in strategic science globally, as well as trends and shifts in the emerging paradigm of strategic communication. In applying strategic communication principles to current trends and issues in strategic science and the communication thereof, an alternative model for strategic reputation building at higher education institutions is developed