Public University Branding: What Do Students Want to Know about a Prospective Institution and How Do They Get Information?

Publication Title

Journal of Academic Administration in Higher Education

Publication Date

Spring 2010

Document Type



public university, branding, students, knowledge, information


Business Administration, Management, and Operations | Education | Higher Education | Marketing | Other Business


This study reveals that public university students consider a wide variety of criteria when selecting the colleges/universities to which they will apply. However, students’ views of the institution at which they enroll were shown to significantly differ from the importance they say they place on certain selection criteria, providing support for a weak link between attitudes and actions in this context. In addition, our findings lend support for university branding initiatives that seek to promote the university experience as including amenities, updated facilities, and programs that appeal to the modern student.