Abstract

This study investigates the complexities of managing brand identity IBM) and the significant role played by Human Resource Management (HRM) in shaping organizational identity within the realm of higher education institutions (HEIs). Specifically focusing on universities in Khyber Pakhtunkhwa, Pakistan the research conducts an analysis between public and private sectors. Through research methods such as interviews, surveys, and document analysis the study aims to uncover the strategies, obstacles and results associated with IBM practices and HRM approaches in both sectors. By investigating, the goal of this research is to recognize the unique factors that influence IBM effectiveness and HRM contributions within public and private universities. The insights gained from this study are anticipated to offer information, for university leaders, policymakers, and professionals to improve internal brand consistency and HRM practices thereby promoting organizational success and competitiveness in Khyber Pakhtunkhwa’s higher education sector.