Performance monitoring of university research: A perspective from Australia

The purpose of this paper is to report on who creates branding within institutions of higher learning, and what impact branding has on core institutional activities such as student recruitment and fundraising, as well as on socio‐psychological factors such as community respect and national prestige. Eighty‐nine tertiary education experts covering three world regions were surveyed in order to gather information to fulfil the paper’s objectives. The nature and extent of involvement of enrolled students, alumni, higher management, external consultants, civic leaders and the business community were investigated to identify the part each plays, if any, in the development of an institutional brand. Findings indicate that institutions have a tendency to brand from the top down rather than from the bottom up.