Higher Education Brand-Perception Crisis in Zimbabwe: A Case of Chinhoyi University of Technology

Abstract

The study contends that a major branding challenge facing higher education institutions (HEIs) in Zimbabwe is assumed to be linked to socio-economic and political factors. This research thus aims to establish the relationship between these factors and brand perception, using the Chinhoyi University of Technology (CUT) as a case study. The study also examines the branding strategies employed by CUT to enhance its brand image in the higher education sector. As a predominantly qualitative research method, the study employs participatory observation to collect data on the physical branding pattern. Focus group discussions were conducted with selected members of the Communications and Public Relations Directorate, management, the Registry Department and lecturers. Additionally, interviews were held with selected students. Findings indicate the nation's socio-political climate negatively impacts the university's brand perception. According to the study, the lens through which the country's economic and political situation is analysed is also used to view HEIs. The study further discovered that brand image building, maintenance and enhancement need financial investment from the government and other corporations that the university was not adequately receiving. The Chinhoyi University of Technology, in particular, and other state universities in general, should seek to improve their infrastructure as the general ambience tend to shape public perception of the local higher education (HE) brand. The study concludes by recommending that the brand perception crisis in Zimbabwe can be addressed if only HEIs establish businesses whose profits can be utilised to improve students‘ needs and employees‘ working conditions, salaries and infrastructure.