Research progress and frontiers of the university brand: a bibliometric review between 2003 and 2024

Purpose This paper explores the development of university brand research through a bibliometric analysis of 546 Scopus-indexed publications published between 2003 and 2024 and outlines a future research agenda. Design/methodology/approach The study employed performance analysis, co-citation analysis and thematic evolution of keywords using VOSviewer and the Bibliometrix R-package to uncover existing research themes and highlight future research frontiers. Findings The results highlight the growth in publication volume and identify the top ten most cited articles. Six key research themes emerged: the constitution of a university brand, frameworks of university brand equity, antecedents of student satisfaction, current challenges in university branding, models of university image and reputation and the conceptualization of brand identification. It is noteworthy that the conceptualization of the university brand, university branding issues in developing countries and the alignment between university rankings and reputation have emerged as important themes, guiding future research directions. Practical implications This study offers practical insights for higher education leaders and branding practitioners by emphasizing the shift toward stakeholder-centered, digitally driven branding strategies. It encourages institutions to move beyond reliance on global rankings and instead invest in digital engagement, internal culture and inclusive brand narratives. The findings support the development of holistic, evidence-based branding approaches that align with global trends and foster stronger connections with students, staff and international stakeholders. Originality/value This paper applies co-citation analysis and thematic evolution to reveal key themes and shifting trends in university branding research. It offers a future research agenda that emphasizes stakeholder engagement, digital branding and global identity, providing valuable guidance for researchers and practitioners aiming to align branding strategies with the evolving higher education landscape.