Chapter 1 Introduction: Mapping the Global Brandscape of Higher Education

Chapter 2 Pathways from Academe to Industry: An Empirical Analysis of Academic Marketing to Prospective Students

Chapter 3 Marketing Context and Branding Content of Private Universities in Chile and Mexico

Chapter 4 Brand Communication in Flemish Higher Education: A Comparison Between Types of Institutions

Chapter 5 Using a Mixed Methods Approach to Examine the (Re)Imaging of Higher Education Institutions in the Western Balkans

Chapter 6 Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education Through the Use of Websites

Chapter 7 Higher Education: The Impacts of Educational Brand on Students’ Decision to Enroll Through Advertising Brochures for Higher Education Institutions in Surabaya Indonesia

Chapter 8 The Notion of Branding in the Higher Education Sector: The Case of Hong Kong

Chapter 9 Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social Identities

Chapter 10 Branding by Proxy? How Hubs Market (or not) Higher Education Systems Globally: The Example of Qatar

Chapter 11 Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and Marketing

Chapter 12 Conclusions and Reflections on Branding and Marketing in Higher Education