The higher education institutions need to have a distinct image that they should maintain and also to develop, this would be so that they can create a competitive advantage as the market is increasingly competitive. There is a tertiary education system that is undergoing fundamental metamorphosis, this is both in the UK and South Africa; they are both facing changes in government funding. There are at least 71 different institutes that are represented in the UK and at least 20 different institutions from South Africa.