Interrogating the role of brand visibility on the survival of private universities in ECOWAS countries

Abstract

This study interrogated the role of brand visibility on the survival of private universities in ECOWAS. Stratified Sampling Technique was used to select two branded and visible private universities in Nigeria and two less branded and less visible universities in Benin. The validity of primary data collected through interviews was tested using secondary data collected through content analysis. The gathered data lent significant insight into the benefits of brand visibility programs in university survival. The Nigerian universities that engage in regular brand visibility programs enjoy public recognition, acceptance and increased enrolment; while the Benin comparison universities with low brand visibility activities suffer hostile government policies, low public acceptance and low student enrolment.