Creating a brand strategy for a college of art, design, and architecture: Case study of Pratt Institute

Mara Mcginnis

Journal of Education Advancement & Marketing, 2016, vol. 1, issue 2, 191-197

Abstract: Building a new brand at a college led by expert design practitioners is complicated, but also creates enormous enthusiasm and engagement. Success at Pratt Institute came from the inclusion of many stakeholders from different constituency groups and a willingness to embrace brand flexibility. Allowing fluidity in brand development may seem counterintuitive to ensuring consistency of look and message, but it is essential in the digital age and in a higher education environment where design is king.

Keywords: brand strategy; flexibility; messaging; positioning; graphic identity; voice; sub-brand (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:191-197

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