Developing brand- and PR-building strategy for media education

Abstract

In contemporary PR education, brand- and image-building strategies have become essential elements for creating competitive and recognizable educational products. Moving beyond conventional marketing activities, universities are increasingly focusing on developing strong brand identities and positive institutional images that emphasize education-industry linkages. The goal of this article is to explore the formation and advancement of brand- and image-building strategies through the case study of the Kazakh National Agrarian Research University (KazNARU). First, it provides a literature review and an analysis of global practices in branding and marketing of PR and media education. Second, it offers an assessment of the entrepreneurial and educational environment and educational context for brand- and PR-building strategy in Kazakhstan, and a review of relevant theoretical and empirical research. Third, it introduces the case study the branding of a MBA programs, highlighting how a coherent brand identity and image-building efforts can enhance program attractiveness and competitiveness. The article concludes by outlining the key features, challenges, and future prospects for developing brand and image strategies for in the field of higher education.