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2025-11-20
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Copyright (c) 2025 Marti W. Gregorio, Jason V. Chavez

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How to Cite
Building Confidence, Building Brand: Understanding Institutional Confidence and Brand Equity in Higher Education through University Quality and Strategic Branding
Marti W. Gregorio
University Legal Office and University Ethics Committee Office, Zamboanga Peninsula Polytechnic State University, Zamboanga City 7000, Philippines
Jason V. Chavez
School of Business Administration, Zamboanga Peninsula Polytechnic State University, Zamboanga City 7000, Philippines
DOI: https://doi.org/10.59429/esp.v10i11.4253
Keywords: Institutional branding; higher education; quality assurance; confidence; curriculum development; research culture; faculty development
Abstract
This study explored the initiatives of top-ranked Philippine universities and their confidence in the effectiveness of these initiatives across four domains—course attributes, infrastructure, faculty profile, and research profile—as dimensions of institutional branding. Addressing the gap in literature that often separates branding from quality assurance, the study examined how confidence reflects authentic implementation and institutional integrity. Using a qualitative-descriptive approach, the research analyzed institutional reports, related literature, and thematic evidence from universities ranked in leading Asian listings. Findings revealed that universities demonstrate confidence through coherent and mission-driven practices: industry-aligned curricula that enhance employability and credibility; modernization and transparent governance that build trust and efficiency; comprehensive and participatory faculty development that ensures academic excellence; and policy-driven, nationally aligned research systems that promote innovation and social impact. Overall, the study concludes that institutional confidence emerges not from symbolic recognition but from genuine, data-informed practices embedded in organizational culture. Such confidence transforms branding into a lived expression of quality, accountability, and relevance in Philippine higher education.
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