Adeline Mpuya

Identification and Awareness Level of Students on Universities Brand: a Case of Nelson Mandela Metropolitan University Adeline Mpuya

For more than ten years, South Africa has been revamping its higher learning education system as part of a broader national reform movement aimed at overcoming the divisions caused by the now obsolete apartheid regime. The higher education sector has been transformed through a series of mergers and incorporations aimed at collapsing 36 universities and technikons into 22 institutions. Because of this, the concern about the new institution identity that will accommodate the merging institutions has become an issue of strategic importance. The identity of an institution matters because it creates identification. The identification produces strategic alignment and a unity of purpose between internal stakeholders and the institution. This book, therefore helps to shade light on the challenges facing brand managers in communicating their universities identity to students (strategic stakeholders)in a merged environment. And should be useful to corporate communication students.