Branding an academic superbrand

Abstract

In spring, 2013, Tel Aviv University — an Israeli higher education superbrand that had never been branded — embarked on a branding process in pursuit of its defining narrative. This decision was taken despite the leadership’s awareness of the many challenges in academic branding, with some processes resulting in success and others in ringing failure. What prompted a de facto superbrand to seek formal branding? How did a thorough strategic process manage to make dry academic research relevant and accessible to children, students, parents and donors alike? What did it take to implement the branding in a complex organization, as well as deal with internal objections and serious crises along the way? The story of Tel Aviv University’s branding is applicable to any institution that is considering branding or rebranding, especially academic ones and NGOs. This paper takes you step by step on a journey that begins with identifying problems and needs, dives deep into a fascinating strategic process; and continues through the systematic implementation of the brand.