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

Chapleo, C., 2011. Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities? Journal of Brand Management, 18 (6), pp. 411-422.

Full text available as:

[img]
Preview
PDF (Word to PDF conversion (via antiword) conversion from application/msword to application/pdf) - Accepted Version
68kB

Official URL: http://dx.doi.org/10.1057/bm.2010.53

DOI: 10.1057/bm.2010.53

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 paper 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. Whilst 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 needs to be clarified, and a more consistent view of appropriate metrics reached? Various challenges in implementing branding approaches are also highlighted.

Item Type:Article
ISSN:1350-231X
Uncontrolled Keywords:brands, branding, university branding, education branding, higher education brands
Subjects:Technology > Business, Management and Marketing
Social Sciences > Education
Group:Business School
ID Code:18824
Deposited By:Dr Chris Chapleo
Deposited On:11 Nov 2011 14:40
Last Modified:07 Mar 2013 15:49

Document Downloads

More statistics for this item...
Repository Staff Only -
BU Staff Only -
Help Guide - Editing Your Items in BURO