The formulation of a value-added branding framework for private higher education institutions in South Africa

Abstract

The value-added branding model for Private Higher Education Institutions (PHEIs) in South Africa was developed to guide brand building for both institutions and their external stakeholders. The current PHEI landscape is developing at a rapid rate in South Africa, with over ninety private tertiary institutions registered with the Council for Higher Education (CHE). However, stakeholder perceptions of these PHEIs are negative, citing a lack of accreditation of the qualification obtained from the private institution from both parents and students, and questioning the sustainability and long lasting effect of the institutions themselves. Media reports, a lack of Department of Education (DHET) support and funding, as well as minimum, if any, marketing and advertising from the PHEI are factors cited for these firmly entrenched perceptions from the general public. The research study adopted an inductive approach based on the interpretive research perspective. A non-probability sampling design was implemented, focussing on four external stakeholders to investigate and understand the negative perceptions of PHEIs. The research study aimed to identify the value-added brand building-blocks that a PHEI could utilise to enhance the institution’s brand and create positive perceptions of the institution. Data was gathered from five groups of respondents, namely students, parents (account payers), sponsors (both corporate and private) of individual students and corporate HR practitioners who ultimately employ graduates from a private institution.. In addition, Lecturers and Heads of Department of a PHEI were also part of the respondent group. The research study focussed on the three legs of the hospitality industry, namely hotels, leisure, and travel and tourism. The hospitality industry is serviced by a large number of private institutions that offer hotel and leisure qualifications in the Western Cape and South Africa. Hence, the hospitality industry was deemed to be a suitable representative of private education institutions from both a student recruitment perspective, as well as graduate placement, once they attained their qualifications. The research study gathered data by means of in-depth interviews (IDIs) with respondents, which then allowed for investigation into effective pillars of a branding model for a PHEI. The research study was driven by both emerging and international markets, namely Asia, the United States of America (USA) and Brazil; not as a comparative study, but more to establish a framework of how tertiary education is conducted in the private sector in these markets. The subsequent investigation of these markets proved invaluable in respect of providing similarities and, in some instances, huge differences, which contributed to the formulation of a branding model for the South African private education sector. One of the most significant outcomes of this study was the knowledge of which dimensions the branding of a PHEI should focus on to nullify the perceptions associated with a PHEI, whilst simultaneously building the brand equity of the PHEIs that will provide them with a sustainable competitive advantage. The findings of the research study indicated that a value-added branding framework and subsequent model can enhance the awareness and positive perceptions of a PHEI as well as improve the long-term stakeholder value of the brand. Furthermore, the findings addressed both the primary and secondary research objectives as well as provided information about the perceptions of the brand-building blocks that formed the basis of the value-added brand framework for PHEIs. The primary contribution of the study is the development of the proposed framework of the value-added branding model, which seeks to allow private education institutions to strategically manage the building of specifically brand awareness, and brand relationships with their key stakeholders, which will in turn build brand equity within their institutions from a consumer’s perspective.