Marketing and Advertising the Intangible.

The article explores the difficulties that come with marketing an intangible product such as higher education and proposes that the practice of branding is crucial to image construction. It says that the basic marketing goal for colleges and universities is to make the intangible tangible and to find areas of market differentiation. Moreover, it discusses many characteristics that shape and influence institutional image for higher education and these include perceived academic reputation, one's familiarity with the institution, cost, alumni employability, and athletics. It also considers various components of branding among colleges and universities.