Service - Dominant Logic & Stakeholder Theory in Higher Education Branding: A Conceptual Framework for Brand Identity Co-Creation

Abstract

This study examines the role of multiple stakeholders in the co-creation of brand identity in private, unaided higher education institutions (HEIs) in India. Drawing on the Service-Dominant (S-D) logic of marketing and Stakeholder Theory, it addresses a gap in understanding how diverse actors collaboratively shape institutional brand identity. A qualitative research design was adopted, involving 70 semi-structured interviews with students, faculty, staff, alumni, parents, industry recruiters, and admission consultants from three private HEIs in India. The thematic analysis of qualitative data was performed to identify recurring patterns and processes in brand identity co-creation. The results highlight three interconnected processes—stakeholder feedback, collaborative engagement, and institutional adaptation—that collectively shape HEI brand identity. These processes operate through ongoing feedback loops, multi-stakeholder partnerships, and iterative refinements to institutional offerings and positioning. A conceptual framework for co-creating brand identity is developed, integrating value co-creation principles with stakeholder engagement. The findings provide actionable guidance for HEI leaders to strengthen stakeholder engagement, empower students and faculty as active brand agents, enhance alumni and industry collaborations, and align messaging through strategic partnerships with admission consultants. This research advances higher education branding literature by integrating S-D logic and stakeholder theory, offering a dynamic framework for understanding brand identity as a co-created outcome.