Contemporary Branding Strategies for Higher Education

Contemporary Branding Strategies for Higher Education: Comparison

Please note this is a comparison between Version 2 by Vicky Zhou and Version 1 by Helen O'Sullivan.

“Brand” is a term relating to organizational activities designed to synthesize and manage various complementary elements, such as visual identity, online presence, and reputation, in order to create a tangible sense of value to which people can make emotional attachments. “Higher education” refers to universities and other similar organizations that offer qualifications at degree level and above, and it represents the upper-most level of formal education in most countries. “Students” in this context are individuals attending university to study degree-level qualifications at bachelor’s, master’s, and doctorate levels.

higher education
branding
brand success
marketing
post 1992
university

The marketization of higher education refers to the trend of treating education as being a marketable commodity ^[1]. This agenda has been driven over recent years by increased competition among universities as they strive to attract both students and funding against a backdrop of falling birthrates ^[2]. In this context, university branding has become a critical strategy for institutions to use in an effort to differentiate themselves from each other and to thereby establish their own unique identity. Effective branding can influence prospective students’ decisions regarding which university to attend. It can also enhance their perceived value regarding a university, its courses, and the value for money offered by its educational provision. Furthermore, it may foster loyalty among current students and alumni ^[3].

Branding in this sense involves various elements, such as visual identity, online presence, and reputational management. Together, these aspects of branding need to be “weaponized” to ensure that they appeal to prospective students, staff, and other key stakeholder groups. Considering visual identity, a university’s logo and color scheme are integral parts necessary for creating a memorable and recognizable brand. Ideally, these elements are designed to reflect a university’s values and heritage [4,5,6]^[4][5][6] and can be supported by the use of agreed typographical and design elements including the consistent use of fonts and styles across all platforms and marketing channels. In the case of online presence, an up-to-date and engaging website and active social media profiles are crucial for reaching the digital-native audience ^[7], and a content strategy based upon regular and high-quality material that highlights a university’s achievements, research, and student life helps to maintain engagement and interest and build a positive image ^[8].

De Heer and Tandoh-Offin ^[9] stressed the importance for universities to possess a comprehensive understanding of branding’s role and the advantages it offers. By grasping how higher education organizations can cultivate desirable and successful brands, universities can attract top-tier academics and high-achieving students, thereby enhancing their public perception and fostering goodwill ^[10]. The quality of the customer experience is shaped by every interaction that a university has with both internal and external stakeholders. Positive experiences contribute to enhancing a university’s reputation, consequently reinforcing its brand and bolstering brand equity ^[11]. Thus, comprehending the fundamentals of effective brand management in higher education has become an imperative.

This entry considers the complexities of brands and brand management and relates them to the context of universities operating within the higher education sector. The key strategic dimensions of branding that universities need to consider when building their brand equity are discussed in detail, and suggestions are made for actions that can be taken for maximizing the resulting brand performance.

References

Molesworth, M.; Scullion, R.; Nixon, E. The Marketisation Higher Education the Student as Consumer; Routledge: Abingdon, UK, 2011.
Polkinghorne, M.; Roushan, G.; Taylor, J. Considering the marketing of higher education: The role of student learning gain as a potential indicator of teaching quality. J. Mark. High. Educ. 2017, 27, 213–232.
Hemsley-Brown, J.; Oplatka, I. Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. Int. J. Public Sect. Manag. 2006, 19, 316–338.
Chapleo, C. What defines ‘successful’ university brands? Int. J. Public Sect. Manag. 2010, 23, 169–183.
Chapleo, C. Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities? J. Brand Manag. 2011, 18, 411–422.
Hemsley-Brown, J.; Oplatka, I. Higher Education Consumer Choice; Palgrave Macmillan: London, UK, 2016.
Rutter, R.; Roper, S.; Lettice, F. Social media interaction, the university brand and recruitment performance. J. Bus. Res. 2016, 69, 3096–3104.
Dill, D. Allowing the market to rule: The case of the United States. High. Educ. Q. 2003, 57, 136–157.
De Heer, F.; Tandoh-Offin, P. Exploring the benefits of branding universities: A developing country perspective. IUP J. Brand Manag. 2015, 12, 58–71.
Melewar, T.; Akel, S. The role of corporate identity in the higher education sector: A case study. Corp. Commun. 2005, 10, 41–57.
Lim, M.; Abimbola, T. Branding and society: The social, cultural and financial impacts of brands in the twenty-first century. J. Prod. Brand Manag. 2010, 19.