FACTORS AFFECTING THE EFFECTIVENESS OF BRANDING AS A MARKETING STRATEGY IN SELECTED PRIVATE UNIVERSITIES IN KENYA

Abstract

Private universities are operating in an increasingly complex environment characterised by stiff competition for students and resources. Internationalization of education, competition from public universities and growth of online courses are some of the factors that private universities have to contend with. Private universities have resorted to branding in order to differentiate themselves and attract student numbers. This study sought to explore the factors that shape the effectiveness of branding strategies of private universities. Data was collected from a sample of 16 students in four private universities in Kenya. It was found that peer referral, high quality education and prospects of employment ranked highest among the factors that students considered when selecting a university. The study recommends that private universities review their marketing and branding strategies and align them with the priorities and needs of their target market.