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Establishing a new brand framework: A University of Glasgow case study
Journal of Education Advancement & Marketing,
1
(4),
338-346
(2017)
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
The full article is available to subscribers to the journal.
Author's Biography
Rachel Sandison is director of the marketing, recruitment & international office at the University of Glasgow, UK, where she has responsibility for domestic and international student recruitment and marketing, corporate and strategic marketing, undergraduate and postgraduate admissions, international affairs and widening participation. Rachel is a Chartered Marketer and Chair of the Glasgow Economic Leadership Higher/Further Education Marketing group, and member of the Council for Advancement and Support of Education (CASE) US Commission, the Universities Marketing Forum, Universities Scotland International Committee and sits on a number of sector advisory boards. She is also a member of Faculty at the CASE Europe Strategic Marketing Institute and is a current School Governor. Previously, Rachel was the Director of Marketing, Student Recruitment and Alumni Relations at the University of Aberdeen, UK.
