Location, Vocation, Education: Place Marketing in the context of English ‘new’ universities.

Abstract

The focus of this research was to explore interpretations of brand success in the context of a selection of comparable newer English universities. A total of twenty-four interviews were undertaken. The data analysis applied a systematic process of analysis (recursive abstraction). Location was identified as being a fundamental antecedent of brand success. Without the heritage and history of older institutions, newer universities have needed to find a way to appeal to their audiences, who often expect them to be offering something unique. These universities have focussed on incorporating location into their branding and marketing communications to ensure their uniqueness of message. The data also demonstrates that universities that are embedded into the fabric of their local community are seen in a more favourable light as a result. Furthermore, this research suggests how brand identity can be combined with location to create a brand personality that will be aligned to the location’s operational features as well as its emotional benefits. Finally, the data shows that students consider their university choice in the context of staying in or near their university location after graduating. Therefore, the type of employment, cultural and social opportunities a town or city offers is an important factor. The cost of living bore a close relationship to the overall image of the location, with different motivations from students influencing whether they were looking for somewhere they could keep their costs down or pay a premium for a more culturally rounded experience in a large city.