Higher Education | College | University | Education Brands | Branding Education | Branding Academics

How important is branding to higher education?

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

In Ireland Third Level Education organisations find themselves competing more and more both domestically and on the international stage. Branding and a commitment to good communications programmes will ensure that all audiences including the internal audience of staff will understand better the heritage, aims and ambitions of the Institution. Recently two of our most important facilities rebranded for these reasons: UCD (University College Dublin) and Cork Institute of Technology - now CIT.

Nicholas Cloake, Partner, Baseline CS - September 1, 2008

I agree that higher education needs to think very strategically about how they represent themselves to young people and I think they can learn a lot from brands out there that successfully target this demographic. Last year I went to Marketing magazine's Youth Perspective conference, and was surprised by the number of further and higher education marketers that were there - higher education institutions cannot afford to rest on their laurels when it comes to branding.
Maybe have a look at this year's event... www.youthperspective.com

Sarah Miller, Student, n/a - September 1, 2008

Of course Universities need to define their brands. Maybe all universities teach similar subjects, but all universities are not the same, neither are they all looking for the same students. Brand is about defining attitude as well as product and how a student experiences the course is as much to do with the place, the people and the ethos as it is to do with the curriculum. An organisation with a coherent sense of itself and what it believes in will stand out much more clearly in what is an increasingly competitive market place.

Jane Wentworth, Director, Jane Wentworth Associates - September 1, 2008

"How did a practice as vile as branding become so valued, indeed, the very mark of value?" So asked Professor Christopher Benfy in his recent review of "IRON FISTS: Branding the 20th-Century Totalitarian State," by Steven Heller. I would ask the same question about branding our academic institutions.

Robert Becker, President, Becker Multimedia, Inc. - September 1, 2008

Education providers need to stand for something or get lost in a sea of blandness.

If I look back to 2002, when I joined the education sector, from a professional marketing background, I have observed major shifts:

* from a time when words like "customer", "product" and "brand" were taboo, particularly in some "sandstone/old school" circles to an acknowledgement of the importance of these

* increase in hiring of professional marketers

* increase in media spend

Victoria University, Australia, was the first real "challenger brand" in Higher Education and has enjoyed success as A NEW SCHOOL OF THOUGHT. For us, it goes way beyond tagline/logo, this is our culture.

We watch with amusement as others jump on the "re-branding bandwagon" because unless you engage the whole organisation and ensure that what you are doing is thought through and thorough -it's like putting a band aid on a big gaping wound!

Antoinette de Villiers, Victoria University, Australia

Antoinette de Villiers, Director, Marketing and Communications, Victoria University - September 1, 2008

Branding is a natural and inevitable process.

Businesses ,where there is competition ,branding has to be present and higher education is no exception to this.

Therefore ,branding higher education is important.

Deepak Parashar, Asst. Manager-Marketing, SKF India Limited - September 1, 2008

Very very important. Students apply to universities and colleges, just because the name of the college is good and renowed. At the time of admission, no one actually knows whats the teaching pedagogy is, how the teachers actually are; though the teacher profiles and facilities in the college can be determined through internet. Hence branding is required to assure these prospective students to apply and get admission. This assurance of good quality education is what students look for, which comes with associated brand name.

Education is one service which relies very heavily on "Word of Mouth". Students, faculties, recruiters, and all other stakeholders would like to get the name of best of the educational institutes attached to their profile, and all this spreads from "Word of Mouth", which itself gets spread from a good brand name and positive image, and hence inturn from branding.

Hence, to me, its no doubt that brand image is very very important.

Mohit Bahri, Consultant - September 2, 2008

In Brazil, the private universities are working hard their communication and brand awareness facing the competition with other private schools and also the public universities.
Years ago, there was a paradigm that only the public ones offer qualified education and chances for job positions after graduation.
The problem is that the government stopped all the investment especially in structure and new teachers’ admitting.
As a consequence, the private ones are becoming stronger in all aspects day after day.
We also have international investors, Laurate Group is only one of the examples, promoting associations what is making the sector more competitive and big.
Today, international advertising agencies groups such as FCB and McCann Erickson are fighting (in tenders) to get the universities accounts.

LEONARDO DELAMANHA, DIRECTOR - YOUNG TARGET SPECIALIST, PLAYGROUND MARKETING - September 2, 2008

Colleges and universities seem to be one of those industries that has yet to catch on to branding and marketing. Perhaps there is concern that solid strategic positioning somehow lowers the standard of an institution of higher learning. Regardless, just like any business competing out there, these hallowed halls of education need to clearly define and promote their story - i.e. their vision, their purpose and key points of differentiation. This will not only attract better, qualified students, but also help parents and, importantly, alumni, fork over the funds that help these places thrive.

Bill Baker, Chief Strategic Officer, Envisioning Storytelling - September 2, 2008

Some of the most in-depth brands come from institutions of higher learning. Mascots, educational specialization, geography ... it's in their DNA. Clearly this is a case of a buzz-word being misused. Rather, how important is "marketing" to higher education.

Amber Williams, Strategic Planner, Glass McClure - September 3, 2008

Believe you me...brands mean absolutely nothing when it comes to higher education. And I ought to know...I have my Master's degree from the Harvard of the Midwest, Northwestern University, where I studied under Kotler, Calder and Schultz. Yes, my opinion was formed in the crucible of world-renowned Northwestern University, the countless-time winner of the prestigious best marketing schools of U.S. News and World Report.

Paul Wilson, MA, Northwestern University, Chicago - September 3, 2008

Though the fundamentals at any institute are same but the way they are delivered matter and that is where there lies a difference in the institutes. The proposition is globaly used to maket the institutes. Say the case studies of Harvard or journals and research studies of LBS or MIT. Yes there is a vast difference in the attitude of the institutes also to deliver to the students. Most of the institues are grabing a hefty pie of the big money making industry and the quality of education is lost. I stay in Pune in India nad there are about 300 odd bschools in Pune itself. Branding is taking charge in this phase of all institutes. Also a international university called Symbiosis has upto 10 Million rupees as marketing budgets annually. This is showing the differenciation. Other than this the college ratings by media is another good money making dela for media and the institutes as well

Rohit Lalwani, Partner, Wonder Bath - September 5, 2008

Brands are big news. The term is regularly used in the media, in the workplace and even in your local pub. The City places a financial value on it and consumers make purchasing decisions based on it. Ask any organisation, be it a University or a multinational, if their brand is important and they'll say yes. But ask them, what is brand and why is it important and you're likely to get a confused, inaccurate response.
========================
julee
car auctions

julee, add posting, ascii - September 7, 2008

Branding is important to higher education. Today's potential student can no longer be categorized easily into one bucket. There is tremendous diversity among the targeted population these colleges and universities are going after and what they demand of a program, both academically and logistically. Institutions of higher educataion need to differentiate their message, offerings, and most importantly the channels they use to reach their customers. Higher education today demands a tremendous investment of time and money; the value proposition has to resonate in order to convince a potential student that a particular college or university is the right choice for them.

Anne Witkavitch, Principal, C-Suite Communications - September 8, 2008

I agree 100. Most colleges/universities are focusing on advertising only, while ignoring the branding aspect. One interesting thing, however, is that most major universities are branding well when it comes to sports (i.e. football, basketball), but lose out when it comes to education.

James Seay - September 8, 2008

Beyond building brands for individual educational institutions, what about branding for higher education overall? or just education in general? A "Got Education" campaign....The best institutions for higher learning already have well defined brands; MIT, Harvard etc..and some public universities have developed regional branding. Even the "Ivy League education" could be an example of segment/category branding.So...yes, branding for higher education is important and should be given greater consideration by school administrations. Done right it could not only strengthen the institution but society overall by building overall demand for higher education in general.

James Nobles - September 8, 2008

While there can be no two opinions on the importance of branding institutions of higher education, the problem is in finding a unique positioning for institutions. While almost institutions are offering similar programmes differentiating one from the other is becoming rather difficult. There seems to be not many features that one could differentiate with.

Dr.Prem Anand, Head of the Department, Dept of Management Sciences, D.J.Academy for Managerial Excellence, Coimbatore, India - September 8, 2008

Well, i read on newsweek's August edition that Havard was reducing its yearly fees to make it more affordable to middle income families. Consequently other ivy league unis, like Yale were following suit. So my argument is that, probably the best colleges are branding themselves and differentiating themselves not by raising costs but rather by reducing.

Louis Ogola, flight attendant, kenya airways - September 11, 2008

In a world a student is judged by his college, branding higher education is very important. for a country like india, a institutions brand name plays an important role in deciding a students careers. for eg., in the case of management degree students who are passing out from colleges which are not in top 30 face serious difficulty in building his career even if he is potential enough to be in the league of students from IIM'S...But some companies in the country only want the students from the premier institutions and dont even entertain the students from other colleges..i have experienced this myself as im not from the IIM's or the other top B-schools..so an interviewer looks for the brand name of the institution even if the student is not of that mark. Some colleges build thier brand really well and those students have an edge over his peers..so a institution has to build its brand image and it will be built only by selecting the quality students...

Satheesh Kannan, Sales executive - September 12, 2008

Of course branding matters, and certainly for universities! The higher the profile of the university, the better it looks on a resume, and the better the graduate's prospects of higher pay. Universities know this, and that is why merchandising of the image takes many informs starting with the t-shirts, mugs etc that are sold in the university shops, the performance of the athletic teams (football, basketball etc), the profile of the alma mater all the way to the buzz that comes from R

Sana Bagersh, CEO, BrandMoxie - September 15, 2008

Branding higher education has got many meanings. Their products will distinguish them from others. In India, branding of Engg

Jathavedan, Sales Manager, Clarion - September 18, 2008

I speak from experience when I say it is crucial. Higher institutions are brands on their own. It only makes sense that they articulate their position. I for one trained in my home country Nigeria and out working with graduates from other institutions, I find that certain qualities are attributed to various institutions. My school for one was considered more open and liberal, students took life a little less seriously than elsewhere, more entreprising and generally fun to be with.
I believe that these impressions already exist but like every entreprise, these institutions must harness them and use them to their own advantage

Gbenga Adetimehin, Medical doctor - September 18, 2008

I think that university and college branding efforts will be most successful if: (1) the brand promise conveys a self-expressive benefit (i.e., what being part of this brand says about me to others) and (2) the brand promise is cascaded throughout the organization so that everyone understands it and "lives" it. Otherwise, it's just a advertising campaign.

Frank Schab, CEO, Six Degrees - September 18, 2008

I agree with Martin. Everyone understands the importance of branding and the value that it adds to any institution. For universities, branding not only helps them attract the best student talent, but also the best corporate recruiters. Additionally, a strong brand will help unify alumni, ideally leading to larger donations. To that extent, branding will have a more direct impact on a university's bottom line.

Andrew Der, Director of Marketing, futurethink - September 22, 2008

test

test, test, test - September 23, 2008

On the subject of constructing brands for higher education (or deconstructing for analysis purposes) I model the brand based upon: factors of personality, benefits, value, values, and imagery. The idea of brand is daunting. For example, Cola-Cola found that the teenage formative years determine what soft drink a person will prefer for life. They did this quite by accident by missing the advertising connection for teens one year. They could follow that downward "blip" in sales charts for decades! Coke knows how important brand is to their economic and marketing welfare.==============Brukewilliams Viral Marketing

bruke, Internet Marketing, BBBMS - September 27, 2008

Brading of higher education is already exists in a very small community. The branding will help to keep up the competition between the institutions and provide a good atmosphere for studies for the youth. It is a necessary in near future.

Rajesh Aloor, Marketing, Prakash Trading Company - September 27, 2008

Qualifications are status symbols. After years of hard work and thousands of dollars invested, you get a certificate with your name, university shield and academic status attained on it (e.g BA, BA Hons, PHD etc). As well as the status gained from whatever qualification you get, the status of the institution you gained it from matters just as much (A Law degree from Harvard is perceived as being worth more then a degree from the University of Otago even though Otago is a reputable university â€“ the top in NZ). This status seeking is a key driver when it comes to choosing a tertiary education provider. Therefore, the status of a Universityâ€™s brand is worth investing in, even if it means merely creating a perception of that status. After all, all you get at the end of the day is a certificate with a university brand on it so it might as well be from a university with a reputable, highly desirable brand!

Emily, planning Co-ordinator, Clemenger BBDO - September 28, 2008

As universities increasingly compete globally, brand is VITAL. The brand experience for all stakeholders (parents, students, employers) requires a significant investment. This is justified by their trust in the university's brand.

I would disagree that education is a generic product, but universities already differentiate through the variety of subjects offered, teaching style, academic staff, alumni, diversity and characteristics of students, pricing structures, location... They may not be able to charge more (public policy may restrict them) but they will gain more business through effective branding.

Katherine Liew, student, http://katherineliew.wordpress.com - September 30, 2008

Branding is no exceptional whether an institution is for or non-profit making. Identity seems to be key everywhere one goes. By having a commodity type of product, makes it even more important to look at how one organisation can diffrentiate from others in the same industry, producing the same product. Be that as it may, Higher learning institutions need to embark on a branding campaign to make sure that they build a good name and attract would be stundents. of late I have even seen churches trying encalcate a sense of branding and this alone prompt one to think branding is the way to go whether profit inclined or non-profit.

webster marambanhaka, Sales and Marketing Manager, Macmillan Aidan - October 2, 2008

Education is providing service which is intangible. Branding education can provide tangible evidence of the quality of the service in students and parent's minds, and to some extend in some government's mind (branding the university to the governments of major overseas market and suggest cooperative promotion of the institute). However, traditionally, implicit branding of universities are based on academic achievement and reputation. That is why reputable universities are all old ones. Too much marketing and promotion may damage the traditional image of the institution. For example, universities that invest heavily in advertising and promotions are normally newly established ones without long history. In addition, heavy spending in marketing may reduce funds available for academic research and development, which will be the last thing universities want to see.

- October 6, 2008

back to debate

RSS

| Privacy Policy | About Us | Contact Us | FAQ