The study of brand development working as component of higher education value chain

The reality of today's world competitive environment is challenging organizations and institutions. Nowadays, universities are trying to increase their worldwide market share. They are attempting to promote themselves in the marketplace of higher education and create attractiveness for domestic as well as international students. So, it is essential for the higher education institutions to identify the activities and strategies that help them to be successful in this competition. One way of knowing these important activities is identifying concept and components of value chain in higher education market. The value chain disaggregates a firm into its strategically relevant activities in order to analysis the costs and understand the existing and potential sources of differentiation. One of the activities that seems to be crucial in the universities value chain is brand development. In today's higher education market, to succeed against competitors, universities should be aware of the principles of brand management and development. In this article we aim to introduce brand development as a component of higher education value chain.