Brand Governance of Universities Looking from the Academic Perspective
Main Article Content
Abstract
Brand governance of a university is considered as the whole of solutions and resources to locate the university brand through quality accreditation, university ranking, and evaluation of stakeholders,... A quality university brand must have high academic ratings and reputation. In the general trend, the universities can choose a set of quantitative indicators in the QS-starred rankings for internal evaluation to build strategies for developing internationalization of universities, improving teaching quality, training, and research, forming a university governance mechanism according to the goals, and identifying opportunities to be compared with schools ranked at the top in the QS rankings. The results of the QS star-ranked university rankings are expected to: i) be a stimulus for universities to set development goals and improve the quality of comprehensive education in the context of integrated education; and ii) bring many advantages for universities to assert prestige/reputation in the international arena.
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