Sub-branding as an effective way to leverage the strengths of higher education institutions to create master brand ambassadors

Julie Reeves and Julie Chiron

Journal of Education Advancement & Marketing, 2016, vol. 1, issue 2, 120-134

Abstract: This paper compares brand-marketing execution across three different types of organisations: marketing-driven (or market-driven) organisations, franchise organisations and higher education institutions, to demonstrate how the principles of branding are applied in each industry. Higher education institutions are markedly different from other organisations, and this paper explores the concept of sub-branding as an effective way to leverage the strengths of higher education institutions to employ brand-marketing principles. Specifically, higher education is examined as an environment of independent critical thinkers. The concept of sub-branding is introduced as a way to embrace this critical thinking and discussion-based culture to advance the branding principles typically found in other organisations. The reader will gain an understanding of master brand and sub-brand concepts and will be guided through a step-by-step process for performing a successful sub-branding exercise. The paper outlines the multiple benefits of sub-branding in a higher education organisation and also details fundamentals for successful implementation.

Keywords: sub-brand; brand management; higher education marketing; master brand; internal branding; organisational culture; marketing decision making (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2016:v:1:i:2:p:120-134

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