Abstract
In this article a novel approach to reputation development at higher education institutions is
argued. Global reputation development at higher education institutions is largely driven by
research excellence, predominantly measured by research output, and predominantly
reflected in hierarchical university rankings which, in turn, is equated with brand equity. It is
argued that the current approach to reputation development in higher education institutions
is modernist and linear, strangely out of kilter with the complexities of a transforming society
in flux, the demands of a diversity of stakeholders, and the drive towards transdisciplinarity,
laterality, reflexivity and relevance in science itself. Whilst good research remains an
important ingredient of a university’s brand value, a case is made for brand relevance, cocreated
in collaboration with stakeholders, as an alternative, non-linear way of
differentiation, in light of challenges in strategic science globally, as well as trends and shifts
in the emerging paradigm of strategic communication. In applying strategic communication
principles to current trends and issues in strategic science and the communication thereof, an
alternative model for strategic reputation building at higher education institutions is
developed.