Abbreviations:
HEIs (Higher Education Institutions), PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses)

Higher Education Institutions (HEIs) face many new challenges today, such as strong global competition, rapidly changing student expectations, and increasing pressure from international rankings and accreditation bodies. In this context, delivering high-quality academic programs is no longer enough to guarantee success. Universities must also build a strong, clear, and trustworthy brand to attract and retain students, faculty, and partners worldwide.

This paper explores how university branding can be an effective strategic tool to help institutions stand out and thrive in a fast-changing, competitive, and global higher education environment. Using a systematic review of recent research, following the PRISMA method, this study examines how universities develop and implement branding strategies, with a focus on the strategic, cultural, and organizational dimensions involved.

University branding goes far beyond traditional marketing. It is a complex and ongoing process that connects an institution’s core values, culture, mission, and identity. It requires collaboration among different stakeholders within and outside the university, including faculty, students, staff, and external partners, to build a strong and consistent brand image. This process raises important questions about leadership, identity management, reputation, and maintaining academic integrity while promoting visibility.

This contribution adds to the growing discussion on how universities can successfully differentiate themselves and improve their reputation in a crowded market. It highlights the need for universities to view branding as a vital strategic asset that supports their long-term growth, sustainability, and ability to adapt to future challenges.

Keywords: New Challenges in Higher Education, University Branding, Strategic Positioning, Institutional Reputation, Global Competition, Brand Identity, Academic Excellence, PRISMA.