Branding and the search for competitive advantage in the field of mozambican higher education through the use of websites

Abstract

This chapter examines how Mozambican higher education institutions use branding to differentiate themselves, promote their image and gain an advantage in an increasing competitive social field of higher education. We discuss the notions of brand and branding in higher education, while distinguishing from marketing. We provide the theoretical and methodological basis for examining branding in higher education. Drawing from the Mozambican case study, we examine some strategies used by higher education institutions to create and promote their brand to a variety of stakeholders. We identify four ways in which higher education institutions distinguish themselves from their competitors: years of existence, area of specialization, the services/facilities they provide, the pedagogical approach they use, and the images of personalities shown on their websites. We then conclude that branding is becoming a strategy used by institutions to survive, pursue or even maintain competitive advantage.