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

Résumé

Universities in Morocco, like elsewhere, are seeking to differentiate themselves and build a strong brand image through social media. This study examines the impact of the successful branding of the Mohammed VI Polytechnic University (UM6P) on its social media presence. 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 employs a qualitative content analysis of UM6P's social media presence. Results demonstrate how UM6P enhances its image by establishing a clear visual identity, positioning, and value proposition through diverse and engaging content. These findings offer a model for universities to follow in social media branding.