Despite its significant role, brand management is an oft-overlooked and challenging aspect in the development of academic institutions, especially in higher education context. Based on a systematic review of journal articles from various sources including ScienceDirect, Emerald Insight and SpringerLink during the 2000-2021 period, the authors of this paper seek to identify, evaluate, and analyze university brand. After careful consideration of academic publications based on their relevance for the research objectives, 43 articles have been included in this comprehensive and integrative review....
