Branding beyond visibility: Effectiveness and challenges of hidden marketing in Bangladesh’s education sector

Abstract

Branding beyond visibility: Effectiveness and challenges of hidden marketing in Bangladesh's education sector Modern marketing has moved beyond traditional product promotion to institution branding, particularly in the education sector. Hidden Marketing (or Stealth Marketing) is emerging as an impactful tool for mid-tier or emerging private universities in Bangladesh to boost visibility, credibility, and engagement in a highly competitive market. This strategy involves subtle, non-disruptive promotional techniques, such as alumni- or influencer-driven storytelling, which often feel more credible and emotionally engaging than conventional advertising. It offers a cost-effective solution for universities with limited advertising budgets. However, success hinges on the approach being rooted in transparency, ethical practice, and strategic vision to maintain audience trust and avoid potential distrust.