From research excellence to brand relevance: A model for higher education reputation building

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dc.contributor.authorOverton-de Klerk, Nina
dc.contributor.authorSienaert, Marilet
dc.date.accessioned2021-10-08T07:16:12Z
dc.date.available2021-10-08T07:16:12Z
dc.date.issued2016
dc.description.abstractAbstract In this article we propose a novel approach to reputation development at higher education institutions. Global reputation development at higher education institutions is largely driven by research excellence, is predominantly measured by research output, and is predominantly reflected in hierarchical university rankings. The ranking becomes equated with brand equity. We argue that the current approach to reputation development in higher education institutions is modernist and linear. This is strangely out-of-kilter with the complexities of a transforming society in flux, the demands of a diversity of stakeholders, and the drive towards transdisciplinarity, laterality, reflexivity and relevance in science. Good research clearly remains an important ingredient of a university’s brand value. However, a case can be made for brand relevance, co-created in collaboration with stakeholders, as an alternative and non-linear way of differentiation. This approach is appropriate in light of challenges in strategic science globally as well as trends and shifts in the emerging paradigm of strategic communication. In applying strategic communication principles to current trends and issues in strategic science and the communication thereof, an alternative model for strategic reputation building at higher education institutions is developed.
dc.identifier.apacitationOverton-de Klerk, N., & Sienaert, M. (2016). From research excellence to brand relevance: A model for higher education reputation building. <i>South African Journal of Science</i>, Volume 112(Number 5/6), 174 - 177. http://hdl.handle.net/11427/34793en_ZA
dc.identifier.chicagocitationOverton-de Klerk, Nina, and Marilet Sienaert "From research excellence to brand relevance: A model for higher education reputation building." <i>South African Journal of Science</i> Volume 112, Number 5/6. (2016): 174 - 177. http://hdl.handle.net/11427/34793en_ZA
dc.identifier.citationOverton-de Klerk, N. & Sienaert, M. 2016. From research excellence to brand relevance: A model for higher education reputation building. <i>South African Journal of Science.</i> Volume 112(Number 5/6):174 - 177. http://hdl.handle.net/11427/34793en_ZA
dc.identifier.issn0038-2353
dc.identifier.issn1996-7489
dc.identifier.ris TY - Journal Article AU - Overton-de Klerk, Nina AU - Sienaert, Marilet AB - Abstract In this article we propose a novel approach to reputation development at higher education institutions. Global reputation development at higher education institutions is largely driven by research excellence, is predominantly measured by research output, and is predominantly reflected in hierarchical university rankings. The ranking becomes equated with brand equity. We argue that the current approach to reputation development in higher education institutions is modernist and linear. This is strangely out-of-kilter with the complexities of a transforming society in flux, the demands of a diversity of stakeholders, and the drive towards transdisciplinarity, laterality, reflexivity and relevance in science. Good research clearly remains an important ingredient of a university’s brand value. However, a case can be made for brand relevance, co-created in collaboration with stakeholders, as an alternative and non-linear way of differentiation. This approach is appropriate in light of challenges in strategic science globally as well as trends and shifts in the emerging paradigm of strategic communication. In applying strategic communication principles to current trends and issues in strategic science and the communication thereof, an alternative model for strategic reputation building at higher education institutions is developed. DA - 2016 DB - OpenUCT DP - University of Cape Town IS - Number 5/6 J1 - South African Journal of Science LK - https://open.uct.ac.za PY - 2016 SM - 0038-2353 SM - 1996-7489 T1 - From research excellence to brand relevance: A model for higher education reputation building TI - From research excellence to brand relevance: A model for higher education reputation building UR - http://hdl.handle.net/11427/34793 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/34793
dc.identifier.vancouvercitationOverton-de Klerk N, Sienaert M. From research excellence to brand relevance: A model for higher education reputation building. South African Journal of Science. 2016;Volume 112(Number 5/6):174 - 177. http://hdl.handle.net/11427/34793.en_ZA
dc.language.isoeng
dc.publisher.departmentOffice of the Vice-Chancellor
dc.publisher.facultyUCT Management, Services & Operations
dc.sourceSouth African Journal of Science
dc.source.journalissueNumber 5/6
dc.source.journalvolumeVolume 112
dc.source.pagination174 - 177
dc.source.urihttps://dx.doi.org/10.17159/sajs.2016/20150365
dc.subject.othersocial impact
dc.subject.otherstakeholders
dc.subject.otherstrategic communication
dc.subject.otherstrategic research
dc.titleFrom research excellence to brand relevance: A model for higher education reputation building
dc.typeJournal Article
uct.type.publicationResearch
uct.type.resourceJournal Article
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