Online Brands: A Comparative Study of World Top Ranked Universities with Science and Technology Programs
University websites are considered as one of the brand primary touch points for multiple stakeholders, but most of them did not have great designs to create favorable impressions. Some of the elements that web designers should carefully consider are the appearance, the content, the functionality, usability and search engine optimization. However, priority should be placed on website simplicity and negative space. In terms of content, previous research suggests that universities should include reputation, learning environment, graduate career prospects, image destination, cultural integration, and virtual tour on their websites. The study examines how top 200 world ranking science and technology-based universities present their brands online and whether the websites capture the content dimensions. Content analysis of the websites revealed that the top ranking universities captured these dimensions at varying degree. Besides, the UK-based university had better priority on website simplicity and negative space compared to the Malaysian-based university.
[1] 2012/13 QS World University Rankings®: rise of the tech schools
available at http://www.topuniversities.com/articles/201213-qs-worlduniversity-
rankings%C2%AE-rise-tech-schools retrieved on 29 October
2012
[2] S. Martin, "What-s wrong with MBA ranking surveys?" Management
Research News, vol 16, no. 7, pp. 15-18, 1993.
[3] B. Stensaker, " Strategy, Identity and BrandingÔÇöRe-inventing Higher
Education Institutions". City Higher Education Seminar Series
(CHESS), 2005, available at
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%E2%80%93-Re-inventing-Higher-Education-Institutions retrieved on
17 January 2013.
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t.pdf retrieved on 31 October 2012.
[5] D. D. Dill, D. D. "Allowing the market to rule: The case of the Unites
States". Higher Education Quarterly, vol. 57, pp. 136-157, 2003.
[6] University Rankings and their impact on students,
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and-their-impact-students retrieved on 31 October 2012.
[7] American Marketing Association, Marketing Power, Dictionary,
http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B
retrieved on 15 October 2012.
[8] K.M. Lancendorfer, , E. Scarborough, , B.G. V. Bergh, B.B. Reece, and
V.S. Miran, "The Branding of Higher Education: The Great Awakening
in the Hallowed Halls of Academia", American Academy of Advertising
Annual Conference Proceedings, 2007, available at
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2008.
[9] B. J. Gray, K. S. Fam, and V. A. Llanes, "Branding Universities in Asian
Market", Journal of Product and Brand Management, Vol. 12 no 2,
pp.108-120. 2003.
[10] T. Curtis, R. Abratt, and W. Minor, "Corporate Brand Management in
Higher Education: the case of ERAU", Journal of Product & Brand
Management, vol. 18, no. 6, pp. 404-413, 2009.
[11] B. Ashby, "Meaning-Making, Branding, and Perceptions about
Postsecondary Education", PhD Thesis, MI: ProQuest LLC, 2008.
[12] D. Aaker, and E. Joachimsthaler, Brand Leadership, London: Simon &
Schuster UK Ltd, 2002.
[13] S. W. Alessandri, S. Yang, and D. F. Kinsey, "An Integrative Approach
to University Visual Identity and Reputation", Corporate Reputation
Review, Vol. 9, no. 4, pp. 258-270, 2006.
[14] S. Albert, and D. Whettan, "Organisational Identity", in Research in
Organizational Behavior, L.L. Cummings and B.M. Smith, Eds.
Greenwich, CT: JAIPress, vol. 7, pp. 263-295, 1985.
[15] J.L. Aaker, "Dimensions of Brand Personality", Journal of Marketing
Research, vol. XXXIV, pp. 347-356, August 1997.
[16] G. Davies, R. Chun, R.V. Silva, and S. Roper, S. "A Corporate
Character Scale to Assess Employee and Customer Views of
Organization Reputation", Corporate Reputation Review, vol. 7 no. 2,
pp. 125-146, 2004.
[17] R. Opuku, R. Abratt, and L. Pitt. Leyland "Communicating brand
personality: Are the websites doing the talking for the top South African
Business Schools?" Journal of Brand Management, Vol. 14 no 1/2, pp.
20-39, 2006.
[18] Z.H. Shaari, and C. Areni. "Brand Architecture for Business School: Is
the University or the Benefactor the Brand?" ANZMAC 2009 available at
http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-
559.pdf retrieved on 15 October 2012.
[19] G. Davies, and R. Chun. "Projecting Corporate Character in the
Branding of Business Schools," in Facets of Corporate Identity,
Communication and Reputation, T.C. Melewar ed., Oxon: Routledge,
2008.
[20] M. Pinar, P. Trapp, T. Girard and T. E. Boyt, "Utilizing the Brand
Ecosystem Framework in Designing Branding Strategies for Higher
education", International Journal of Educational Management, Vol. 25
No. 7, pp. 724-739, 2011.
[21] C. Chapleo. "Interpretation and Implementation of Reputation/Brand
Management by UK University Leaders", International Journal of
Educational Development, Vol.5 no. 1, pp. 7-23, 2004.
[22] C. Chapleo, M. V. C. Duran, and A. C. Diaz,"Do UK Universities
Communicate their Brands Effectively through their Websites? Journal
of Marketing for Higher Education, Vol. 21 no. 1, pp. 25-46, 2011.
[23] T.C. Melewar, and Akel "The Role of Corporate Identity in Higher
Education" Corporate Communications: An International Journal,
vol.10 no. 1, 41-5, 2005.
[24] K.C. Chung "Effective Brand Positioning of Universities in the Ethnic
Chinese Community: A New Zealand perspective" E-Leader Singapore,
1-1, 2010
[25] Walton, John "Would the real corporate university stand up?" Journal of
European Industrial Training, vol. 29 no. 1, pp. 7-20, 2005.
[26] Chapman, Cameron (2010) Showcase of Academic and Higher
Education Websites available at
http://www.smashingmagazine.com/2010/03/19/showcase-of-academicand-
higher-education-websites/ retrieved on 6 October 2012
[27] Queen-s University Belfast, http://www.qub.ac.uk/ retrieved on 22
September 2012
[28] Universiti Teknologi Malaysia. http://www.utm.my/ retrieved on 22
September 2012
[29] Spritz Web Solutions "Does your website have what it takes?"
http://www.spritzweb.com/resources/good-website-characteristics.html
retrieved on 8 October 2012
[30] J. Patrick and S. Horton. Web Style Guide: Basic Design Principles for
Creating Web Sites, http://www.webstyleguide.com/wsg3/3-
information-architecture/2-organizing-information.html retrieved on 11
October 2012
[1] 2012/13 QS World University Rankings®: rise of the tech schools
available at http://www.topuniversities.com/articles/201213-qs-worlduniversity-
rankings%C2%AE-rise-tech-schools retrieved on 29 October
2012
[2] S. Martin, "What-s wrong with MBA ranking surveys?" Management
Research News, vol 16, no. 7, pp. 15-18, 1993.
[3] B. Stensaker, " Strategy, Identity and BrandingÔÇöRe-inventing Higher
Education Institutions". City Higher Education Seminar Series
(CHESS), 2005, available at
http://www.scribd.com/doc/47715884/Strategy-Identity-and-Branding-
%E2%80%93-Re-inventing-Higher-Education-Institutions retrieved on
17 January 2013.
[4] A. Rauhvargers "Global University Rankings", EUA Report on
Rankings, 2011 available at
http://www.eua.be/pubs/Global_University_Rankings_and_Their_Impac
t.pdf retrieved on 31 October 2012.
[5] D. D. Dill, D. D. "Allowing the market to rule: The case of the Unites
States". Higher Education Quarterly, vol. 57, pp. 136-157, 2003.
[6] University Rankings and their impact on students,
http://www.topuniversities.com/world-university-rankings/universityrankings-
and-their-impact-students retrieved on 31 October 2012.
[7] American Marketing Association, Marketing Power, Dictionary,
http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B
retrieved on 15 October 2012.
[8] K.M. Lancendorfer, , E. Scarborough, , B.G. V. Bergh, B.B. Reece, and
V.S. Miran, "The Branding of Higher Education: The Great Awakening
in the Hallowed Halls of Academia", American Academy of Advertising
Annual Conference Proceedings, 2007, available at
http://www.aaasite.org/proceedings/2007f.pdf retrieved on 5 August
2008.
[9] B. J. Gray, K. S. Fam, and V. A. Llanes, "Branding Universities in Asian
Market", Journal of Product and Brand Management, Vol. 12 no 2,
pp.108-120. 2003.
[10] T. Curtis, R. Abratt, and W. Minor, "Corporate Brand Management in
Higher Education: the case of ERAU", Journal of Product & Brand
Management, vol. 18, no. 6, pp. 404-413, 2009.
[11] B. Ashby, "Meaning-Making, Branding, and Perceptions about
Postsecondary Education", PhD Thesis, MI: ProQuest LLC, 2008.
[12] D. Aaker, and E. Joachimsthaler, Brand Leadership, London: Simon &
Schuster UK Ltd, 2002.
[13] S. W. Alessandri, S. Yang, and D. F. Kinsey, "An Integrative Approach
to University Visual Identity and Reputation", Corporate Reputation
Review, Vol. 9, no. 4, pp. 258-270, 2006.
[14] S. Albert, and D. Whettan, "Organisational Identity", in Research in
Organizational Behavior, L.L. Cummings and B.M. Smith, Eds.
Greenwich, CT: JAIPress, vol. 7, pp. 263-295, 1985.
[15] J.L. Aaker, "Dimensions of Brand Personality", Journal of Marketing
Research, vol. XXXIV, pp. 347-356, August 1997.
[16] G. Davies, R. Chun, R.V. Silva, and S. Roper, S. "A Corporate
Character Scale to Assess Employee and Customer Views of
Organization Reputation", Corporate Reputation Review, vol. 7 no. 2,
pp. 125-146, 2004.
[17] R. Opuku, R. Abratt, and L. Pitt. Leyland "Communicating brand
personality: Are the websites doing the talking for the top South African
Business Schools?" Journal of Brand Management, Vol. 14 no 1/2, pp.
20-39, 2006.
[18] Z.H. Shaari, and C. Areni. "Brand Architecture for Business School: Is
the University or the Benefactor the Brand?" ANZMAC 2009 available at
http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-
559.pdf retrieved on 15 October 2012.
[19] G. Davies, and R. Chun. "Projecting Corporate Character in the
Branding of Business Schools," in Facets of Corporate Identity,
Communication and Reputation, T.C. Melewar ed., Oxon: Routledge,
2008.
[20] M. Pinar, P. Trapp, T. Girard and T. E. Boyt, "Utilizing the Brand
Ecosystem Framework in Designing Branding Strategies for Higher
education", International Journal of Educational Management, Vol. 25
No. 7, pp. 724-739, 2011.
[21] C. Chapleo. "Interpretation and Implementation of Reputation/Brand
Management by UK University Leaders", International Journal of
Educational Development, Vol.5 no. 1, pp. 7-23, 2004.
[22] C. Chapleo, M. V. C. Duran, and A. C. Diaz,"Do UK Universities
Communicate their Brands Effectively through their Websites? Journal
of Marketing for Higher Education, Vol. 21 no. 1, pp. 25-46, 2011.
[23] T.C. Melewar, and Akel "The Role of Corporate Identity in Higher
Education" Corporate Communications: An International Journal,
vol.10 no. 1, 41-5, 2005.
[24] K.C. Chung "Effective Brand Positioning of Universities in the Ethnic
Chinese Community: A New Zealand perspective" E-Leader Singapore,
1-1, 2010
[25] Walton, John "Would the real corporate university stand up?" Journal of
European Industrial Training, vol. 29 no. 1, pp. 7-20, 2005.
[26] Chapman, Cameron (2010) Showcase of Academic and Higher
Education Websites available at
http://www.smashingmagazine.com/2010/03/19/showcase-of-academicand-
higher-education-websites/ retrieved on 6 October 2012
[27] Queen-s University Belfast, http://www.qub.ac.uk/ retrieved on 22
September 2012
[28] Universiti Teknologi Malaysia. http://www.utm.my/ retrieved on 22
September 2012
[29] Spritz Web Solutions "Does your website have what it takes?"
http://www.spritzweb.com/resources/good-website-characteristics.html
retrieved on 8 October 2012
[30] J. Patrick and S. Horton. Web Style Guide: Basic Design Principles for
Creating Web Sites, http://www.webstyleguide.com/wsg3/3-
information-architecture/2-organizing-information.html retrieved on 11
October 2012
@article{"International Journal of Business, Human and Social Sciences:62548", author = "Zullina H. Shaari and Amzairi Amar and Abdul Mutalib Embong and Hezlina Hashim", title = "Online Brands: A Comparative Study of World Top Ranked Universities with Science and Technology Programs", abstract = "University websites are considered as one of the brand primary touch points for multiple stakeholders, but most of them did not have great designs to create favorable impressions. Some of the elements that web designers should carefully consider are the appearance, the content, the functionality, usability and search engine optimization. However, priority should be placed on website simplicity and negative space. In terms of content, previous research suggests that universities should include reputation, learning environment, graduate career prospects, image destination, cultural integration, and virtual tour on their websites. The study examines how top 200 world ranking science and technology-based universities present their brands online and whether the websites capture the content dimensions. Content analysis of the websites revealed that the top ranking universities captured these dimensions at varying degree. Besides, the UK-based university had better priority on website simplicity and negative space compared to the Malaysian-based university.
", keywords = "Science and technology programs, top-ranked
universities, online brands, university websites.", volume = "6", number = "12", pages = "3690-7", }
