Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities

Article


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.
AuthorsFurey, Sheila, Springer, P. and Parsons, Christine
Abstract

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.

Keywordsbrand promise; universities; positioning; differentiation
JournalJournal of Marketing for Higher Education
Journal citation24 (1), pp. 99-121
ISSN0884-1241
1540-7144
Year2014
PublisherTaylor & Francis (Routledge)
Digital Object Identifier (DOI)doi:10.1080/08841241.2014.919980
Publication dates
Print24 Jun 2014
Publication process dates
Deposited08 Mar 2017
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https://repository.uel.ac.uk/item/859q0

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