Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities
Furey, Sheila, Springer, P. and Parsons, Christine 2014. Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities. Journal of Marketing for Higher Education. 24 (1), pp. 99-121.
|Authors||Furey, Sheila, Springer, P. and Parsons, Christine|
Branding is now widely used by higher education (HE) institutions, yet questions still surround the transference of private sector concepts to a university context. This article reports on findings from studies that investigated the brand promises of four UK universities – one from each of the HE ‘mission groups’. The evidence indicated that, contrary to existing published presumptions, there is considerable potential for the application of branding in HE, but in differing and nuanced ways. Clear branding themes emerged across the cases such as environment, experiences, aspiration, and global positioning. While these enabled the universities to position their brands with distinction, the overriding method used across the cases – and the key point of differentiation – proved to be the presence of a core brand promise.
|Keywords||brand promise; universities; positioning; differentiation|
|Journal||Journal of Marketing for Higher Education|
|Journal citation||24 (1), pp. 99-121|
|Publisher||Taylor & Francis (Routledge)|
|Digital Object Identifier (DOI)||doi:10.1080/08841241.2014.919980|
|24 Jun 2014|
|Publication process dates|
|Deposited||08 Mar 2017|
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