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Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities?

Exploring rationales for branding a university: Should we be seeking to measure branding in UK... Although branding is now widespread among UK universities, the application of branding principles in the higher education sector is comparatively recent and may be controversial for internal audiences who question its suitability and efficiency. This article seeks to investigate how and whether the effectiveness of branding activity in the higher education sector should be evaluated and measured, through exploratory interviews with those who often drive it: UK University marketing professionals. Conclusions suggest that university branding is inherently complex, and therefore application of commercial approaches may be over-simplistic. While marketing professionals discuss challenges, they do not necessarily have a consistent view of the objectives of branding activity although all were able to clearly articulate branding objectives for their university, including both qualitative and, to some extent, quantitative metrics. Some measures of the real value of branding activity are therefore suggested, but a key debate is perhaps whether the objectives and role of branding in higher education need to be clarified, and a more consistent view of appropriate metrics reached? Various challenges in implementing branding approaches are also highlighted. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Brand Management Springer Journals

Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities?

Journal of Brand Management , Volume 18 (6) – Jan 28, 2011

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References (52)

Publisher
Springer Journals
Copyright
Copyright © 2011 by Palgrave Macmillan, a division of Macmillan Publishers Ltd
Subject
Business and Management; Business and Management, general; Marketing; Management
ISSN
1350-231X
eISSN
1479-1803
DOI
10.1057/bm.2010.53
Publisher site
See Article on Publisher Site

Abstract

Although branding is now widespread among UK universities, the application of branding principles in the higher education sector is comparatively recent and may be controversial for internal audiences who question its suitability and efficiency. This article seeks to investigate how and whether the effectiveness of branding activity in the higher education sector should be evaluated and measured, through exploratory interviews with those who often drive it: UK University marketing professionals. Conclusions suggest that university branding is inherently complex, and therefore application of commercial approaches may be over-simplistic. While marketing professionals discuss challenges, they do not necessarily have a consistent view of the objectives of branding activity although all were able to clearly articulate branding objectives for their university, including both qualitative and, to some extent, quantitative metrics. Some measures of the real value of branding activity are therefore suggested, but a key debate is perhaps whether the objectives and role of branding in higher education need to be clarified, and a more consistent view of appropriate metrics reached? Various challenges in implementing branding approaches are also highlighted.

Journal

Journal of Brand ManagementSpringer Journals

Published: Jan 28, 2011

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