Influence of Institutional Branding on Student Enrolment Decisions

Abstract

Institutional branding plays a big role in how students pick which university to attend. In this study, we look at how brand image, perceived quality, reputation, and trust affect students’ decisions to enrol. We used surveys and interviews, then ran the numbers with confirmatory factor analysis and structural equation modelling to map out the connections. The results are clear: strong branding really does sway enrolment, especially when students feel they can trust the institution and see real value in it. For universities wanting to stand out, focusing on branding and clear communication isn’t just helpful it’s necessary.