Reflections on a rebrand: From a campus divided to a unified university

Betsy Bugg Holloway and Laine Williams
Additional contact information
Betsy Bugg Holloway: Vice President for Marketing & Communication and Professor of Marketing, Samford University, 800 Lakeshore Drive, Birmingham, AL 35229, USA
Laine Williams: Creative Director, Samford University, 800 Lakeshore Drive, Birmingham, AL 35229, USA

Journal of Education Advancement & Marketing, 2019, vol. 4, issue 3, 239-250

Abstract: Strategic brand management has never been more important in higher education than it is today. Branding is, however, particularly challenging in the context of a typical university campus. Limited budgets, relatively low understanding and appreciation for marketing and the prevalence of disparate sub-brands, all create a difficult environment in which to establish centralised branding processes and strong institutional brands. This paper provides reflections on a university rebrand that moved a university from being a divided campus to a unified one. The paper addresses the story of this rebrand, processes followed and impactful outcomes achieved as a result. The paper concludes with lessons learned and implications that may benefit other higher education marketers in the future.

Keywords: brand management; brand identity; brand personality; positioning; sub-brand (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/5268/download/ (application/pdf)
https://hstalks.com/article/5268/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2019:v:4:i:3:p:239-250

Access Statistics for this article

More articles in Journal of Education Advancement & Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().