THE POWER OF THE MOROCCAN UNIVERSITY BRANDING ON SOCIAL MEDIA: THE CASE OF MOHAMMED VI POLYTECHNIC UNIVERSITY

Universities in Morocco, like elsewhere, are seeking to differentiate themselves and build a strong brand image through social media. This study explores the impact of the successful branding of Mohammed VI Polytechnic University (UM6P) on its positioning on social media. The aim is to identify key strategies that private universities can use to create a coherent and appealing brand image. Social media offers an opportunity to enhance universities’ brand image and attractiveness. A strong brand image suggests that an institution is excellent and provides a rewarding enrollment experience. This study uses content analysis of UM6P's social media presence as a qualitative approach. Results show how UM6P strengthens its positioning with a clear visual identity, positioning, and value proposition through diverse, engaging content. These findings offer a model for universities to follow in social media branding.