Abstract:
There is evidence in the reviewed literature that organizations struggle to formulate and implement their corporate branding
strategies. This study focuses on brand management as incorporated in private tertiary educational institutions, most specifically
with reference to Bingham University. The study examined the promotional strategy for Bingham University, which ultimately
leads to their brand management in the wider perspective. Data were collected from both primary and secondary sources. Secondary
source comprises literature review which includes branding concepts such as brand identity, brand personality, identity and image,
brand perception among others. The primary source of data collection was done through an in-depth interview targeted at non teaching senior staff and management staff of the University so as to get a better idea of their perceptions and beliefs about the
effects of branding and promotional strategy on their selection process. A total number of thirty (30) staff members were randomly
selected out of the total population of senior management staff using the purposive sampling method. Brand identity model and
Keller’s brand equity model are the two models that guided the investigation. Results of the study show that engagement of brand
management has been effective, with affirmation from a large number of the participants. It also indicates that Bingham University
has been able to manage its brand over the years with advertising being the major tool and public relations as a subsidiary
instrument. It was recommended that Bingham University should constantly review its brand management strategies as trends
constantly evolve in respect to customer’s behavior, and change in the marketplace which is highly competitive.
