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What is the Secret of Successful University Brands?
Abstract
This paper examines branding and how the concept adds value to organizations beyond the usual focus of consumer product marketing. In particular, the focus of exploring branding conceptualizations associated with successful higher education brands in a UK context makes a contribution to a little researched but increasingly topical area. The UK focus was chosen for this initial stage with a view to later comparison with other markets such as the United States where branding of universities has a longer track record. The literature was examined and the concept of ‘successful’ brands explored. The research approach involved generating constructs to determine what underpins a successful university brand, and subsequently testing these among a larger sample of UK university ‘customers.’ Findings explore the variables that underpin successful university brands and significant relationships among these variables. Ultimately, the paper offers initial conclusions on what underpins a successful university brand and proposes variables associated with such brands.
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