Strategic Brand Management of International Schools in the Educational Transition Era

Abstract

This academic article aims to analyze and present an integrated conceptual framework for the brand management of international schools within Thailand's increasingly competitive educational landscape. Employing conceptual analysis, the study draws upon three key theoretical frameworks: brand equity theory, which conceptualizes the brand as a strategic asset that generates customer loyalty and quality perception, service marketing theory, which positions educational institutions as "educational service providers" responsible for managing the learner experience across every touchpoint, and organizational culture theory, which posits that shared values and underlying assumptions of personnel form the foundation of a sustainable brand identity.

The analysis reveals that a school brand is not merely an external image, but a strategic value system that systematically integrates the vision, organizational culture, communication, and learner experience into a coherent whole. The integration of three dimensions: value, service experience, and culture, is critical to building a strong and distinctive brand in the era of educational transition. This article presents practical guidelines for educational administrators seeking to develop a sustainable brand strategy aligned with the context of international schools in Thailand.