branding can bring more awareness for higher education and bring them competitive advantage in the education market.
Ken, student, Manchester - August 31, 2008
I agree with Ken, and as an education brand consultant, I obviously think that there is a need for all colleges and universities to develop an effective brand strategy. I disagree with the author that all institutions of higher learning share the same core values. In fact, because many think this way, schools have only scratched the surface in terms of branding. Most have limited their branding efforts to logos, taglines and advertising. Engaging in a brand development process like successful brands from the corporate world allows colleges and universities to drill down deep within their organization to discover or rediscover their core values, and bring those to life life through an effective brand strategy. Colleges and universities who want to understand what they stand for create a culture that is aligned with their core values and will be more sustainable than those who do not.
Rex Whisman, Principal, BrandED Consultants Group - August 31, 2008
Where's the debate? If viable businesses understand the necessity for strategic branding and messaging why shouldn't educational institutions understand and employ similar strategies. In terms of identifying unique brands, could institutions address the monumental cost of education with innovative financial survival content and then build a new generation of brand platforms, core values, and promises that support these critical issues for new and continuing students?Interesting, how does one edit comments?
Martin R. Mendelsberg, Designer and Design Educator, Mendelsberg Design - August 31, 2008
Branding is enormously important in attracting international students also. In Australia for example the promotion would include the lifestyle of the country, etc and promoting Aust as a brand. In fact universities in South Australia band together to jointly promote themselves. As per Rex above the drilling down to discover core values and bring them to life will make one university more sustainable than another
Stephen Hollows, Marketing Consultant, Steve Hollows and Associates - September 1, 2008
"Being everything means you're nothing in fact." This simple rule applies to higher education as well. Although colleges/universities can indeed offer a broad variety of benefits, from renowned faculty to student accommodation and individual approach just to mention a few, their brands have to be built as everywhere else: choosing the USP that is relevant to their target group and that differentiates the brand from the competitors. Unfortunately, many institutions still try to be "everything" instead of finding their own sharp profile and telling their "brand story".
Kristian Hlousek, Strategic Planner, Proximity Prague - September 1, 2008