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BRAND COMMUNICATION OF HIGHER EDUCATION INSTITUTIONS IN GHANA: AN OVERVIEW

Richard Sarfo Gyasi, Bao Xi Wang, Yvonne Owusu-Ampomah, Basil Kusi

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Abstract

Two decades ago, Ghana could only boast of three government universities. However, with the bill that established the National Accreditations Board (NAB) in 1993, to ensure the private participation in the provision of tertiary education, the number of private university colleges has increased drastically. This paper analyses data on brand communication of higher education in Ghana. The chapter constitutes the historical background of the study context. It examines studies related to branding and its various aspects, branding in high education, brand communication, brand awareness, purchase intentions. It also reviews the technology acceptance model to provide a theoretical tenet for technology adoption in brand communication among private universities in Ghana.

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What this paper is about

Two decades ago, Ghana could only boast of three government universities. However, with the bill that established the National Accreditations Board (NAB) in 1993, to ensure the private participation in the provision of tertiary education, the number of private university colleges has increased drastically. This paper analyses data on brand communication of higher education in Ghana. The chapter constitutes the historical background of the study context. It examines studies related to branding and its various aspects, branding in high education, brand communication, brand awareness, purchase intentions. It also reviews the technology acceptance model to provide a theoretical tenet for technology adoption in brand communication among private universities in Ghana.

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Available abstract

Two decades ago, Ghana could only boast of three government universities. However, with the bill that established the National Accreditations Board (NAB) in 1993, to ensure the private participation in the provision of tertiary education, the number of private university colleges has increased drastically. This paper analyses data on brand communication of higher education in Ghana. The chapter constitutes the historical background of the study context. It examines studies related to branding and its various aspects, branding in high education, brand communication, brand awareness, purchase intentions. It also reviews the technology acceptance model to provide a theoretical tenet for technology adoption in brand communication among private universities in Ghana.

Key concepts: Higher education, Context (archaeology), Accreditation, Government (linguistics), Private sector, Business, Public relations, Marketing

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