From a Dog’s Breakfast to a King’s Table: Branding and Marketing a Major Research University

Julia Cummings () and Ken McConnellogue ()
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Julia Cummings: CU Denver School of Education & Human Development
Ken McConnellogue: University of Colorado, Office of the President

A chapter in Public Branding and Marketing, 2021, pp 239-247 from Springer

Abstract: Abstract This chapter outlines how a university system shaped and developed its brand identity. Focusing, clarifying and articulating the university brand often leads to improved stakeholder engagement and unprecedented opportunities. Leaders of the process must unleash emotion, creativity, research high points and a strong sense of place while harnessing reason, balance, value and integrity. The authors articulate what is takes to strengthen a higher education brand from identifying a visual disconnect and justifying branding needs to navigating speed bumps, creating branding guides and resources, launching, promoting, and measuring outcomes.

Keywords: University branding; Brand development; Visual brand (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70505-3_14

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DOI: 10.1007/978-3-030-70505-3_14

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