Fostering Global Branding Prominence of Public Higher Education Institutions in Brunei Darussalam through Strategic Resources of Global Collaboration and Digital Transformation

This study utilizes the Resource Based View (RBV) to analyze how Universiti Teknologi Brunei (UTB) can leverage its strategic resources—specifically, global collaborations and digital marketing transformation —to enhance its global brand prominence. Positioned as a leading technological university in Brunei, UTB aims to capitalized on these strategic resources to improve its international visibility and educational offerings. Initial interviews and discussions with UTB stakeholders and a review of its current capabilities indicate that international partnerships and digital strategy transformation are crucial to achieving competitive advantages in the global educational landscape. This study will employ a mixed-methods approach to systematically evaluate the potential impacts of these strategies. Quantitative data will be collected through surveys targeting UTB’s international students, faculty, and staff complemented by qualitative data from semi-structured interviews with diverse group of participants, including key institutional leaders, faculty members, staff, and representatives from partner institution. The findings are expected to contribute to strategic management practices in higher education by providing evidence-based recommendations for enhancing global brand prominence through targeted strategic initiatives. This research will offer insights into the effective application of RBV in the higher education sector, serving as a valuable model for similar institutions aiming to elevate their global standing.