مجلة الدراسات التجارية والاقتصادية المعاصرة
Volume 7, Numéro 2, Pages 132-153
2024-07-20

The Importance Of A Successful Brand For Enhancing Marketing Performance Case Study Of Two Private Higher Education Institutions In Tizi Ouzou-algeria.



Authors : Hocine Lynda .

Abstract

This study investigates the increasingly competitive landscape of Algerian higher education due to the proliferation of private universities. Employing a qualitative approach through in-depth interviews with key figures from diverse institutions, the research explores the impact of branding strategies on marketing effectiveness and the influence of digital tools in fostering brand equity. The findings unveil a dynamic environment where institutions actively utilize targeted marketing strategies to attract high-caliber students. A robust brand identity emerges as a critical factor in shaping student decisions, while digital tools, particularly social media platforms, play an essential role in outreach and student engagement. To effectively navigate this competitive terrain, the study recommends prioritizing the development of a strong brand identity, leveraging the power of digital marketing strategies, and continuously adapting these approaches to align with evolving student preferences and market trends.

Keywords

higher education marketing ; branding ; marketing performance

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