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Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding

Brandi A. Watkins and William J. Gonzenbach

Journal of Marketing for Higher Education, 2013, vol. 23, issue 1, pages 15-33

Abstract: For colleges and universities whose survival depends on external stakeholders, developing a strong brand should be an important component of their marketing strategy. University brand managers could benefit from developing a better understanding of how consumers interact with their brand in order to develop more effective recruiting material, advertisements, and other marketing efforts. The current study applies the concept of brand personality to university academic and athletic logos and examines subsequent relationships between the perceived brand personalities. Results of an online survey indicate that competence is a brand personality dimension mostly associated with academic logos, and excitement is the brand personality dimension mostly associated with athletic logos.

Date: 2013
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Journal of Marketing for Higher Education is edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

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