Establishing a new brand framework: A University of Glasgow case study

Rachel Sandison
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Rachel Sandison: Vice-Principal for External Relations, University of Glasgow, UK

Journal of Education Advancement & Marketing, 2017, vol. 1, issue 4, 338-346

Abstract: Branding is always challenging, but branding in higher education can be particularly complex given the wide range of stakeholders an institution engages with, the difficulty of differentiation in a crowded market place and the relative intangible nature of the product being promoted. This paper provides a case study on how the University of Glasgow successfully established and embedded a new brand framework to support strategic objectives and the lessons learnt along the way. This paper will be useful to anyone thinking about branding within their organisation and aims to provide insight into the importance of research, stakeholder engagement and internal communications to develop a brand that resonates with audiences and builds institutional assets.

Keywords: branding; differentiation; internal communications; marketing; market research; stakeholder engagement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2017:v:1:i:4:p:338-346

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