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Sub-branding as an effective way to leverage the strengths of higher education institutions to create master brand ambassadors
Journal of Education Advancement & Marketing,
1
(2),
120-134
(2016)
Abstract
This paper compares brand-marketing execution across three different types of organisations: marketing-driven (or market-driven) organisations, franchise organisations and higher education institutions, to demonstrate how the principles of branding are applied in each industry. Higher education institutions are markedly different from other organisations, and this paper explores the concept of sub-branding as an effective way to leverage the strengths of higher education institutions to employ brand-marketing principles. Specifically, higher education is examined as an environment of independent critical thinkers. The concept of sub-branding is introduced as a way to embrace this critical thinking and discussion-based culture to advance the branding principles typically found in other organisations. The reader will gain an understanding of master brand and sub-brand concepts and will be guided through a step-by-step process for performing a successful sub-branding exercise. The paper outlines the multiple benefits of sub-branding in a higher education organisation and also details fundamentals for successful implementation.
Keywords: sub-brand; brand management; higher education marketing; master brand; internal branding; organisational culture; marketing decision making
The full article is available to subscribers to the journal.
Author's Biography
Julie Reeves has served as associate vice chancellor, brand marketing for the University of Denver since 2012. She provides industry-leading innovation in strategy, marketing and business planning to further the University of Denver brand. Prior to joining the university, Julie created marketing for a number of admired consumer brands including Clorox, Silk Soymilk and Brita Water Filtration, as well as Smashburger, which Forbes named the Most Promising Company in America in 2011. Julie holds an MA and BA from Wesleyan University and an MBA from the Fuqua School of Business at Duke University.
Julie Chiron is executive director for advancement marketing and communications at the University of Denver. She is an awardwinning senior leader with more than 20 years of marketing and communications experience, including 12 years in university advancement communications at the University of Chicago, the University of California, Berkeley and the University of Colorado Foundation, and as a campaign communications consultant for Northwestern University. Prior to a career in higher education, Julie was a journalist, digital marketer and entrepreneur. She founded HotWired, WIRED magazine’s online division, and ShopTok, a business building online brand communities for companies including Kenwood, Sega and Cooking.com. Julie holds a BS and MS from Northwestern University’s Medill School of Journalism.
