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

Furey, Sheila, Springer, Paul and Parsons, Christine B. (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. ISSN 0884-1241

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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.

Item Type:	Article
Keywords:	brand promise, universities, positioning, differentiation
Depositing User:	ULCC Admin
Date Deposited:	10 Feb 2015 15:46
Last Modified:	15 Jan 2018 10:39
URI:	https://bnu.repository.guildhe.ac.uk/id/eprint/9540

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