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Redefining a ’60s icon: A brand proposition for the 21st century
Journal of Education Advancement & Marketing,
2
(1),
90-99
(2017)
Abstract
This paper provides an overview of a brand reinvention from senior leaders at a UK university. In a marketplace that has become increasingly complicated, it is difficult to develop a unique and distinctive brand position. This paper explores the need to develop a distinctive brand proposition, examining lessons learned and exploring prerequisites that were crucial for success.
Keywords: brand; brand strategy; value proposition; higher education; brand implementation
The full article is available to subscribers to the journal.
Author's Biography
Giles Whattam is Head of Strategic Marketing at the University of East Anglia (UEA). Responsible for the leadership of reputation and recruitment marketing activities, he has recently developed the UEA’s strategic value proposition. His background is in commercialisation marketing and he has worked with a number of start-ups and international research projects to develop public relations and high growth sales and marketing strategies. He has an MSc and MBA from UEA.
Angelina Bingley is Director of Admissions, Recruitment and Marketing at the University of East Anglia (UEA). Responsible for setting the strategic vision for all aspects of the student recruitment journey — from initial point of contact through to enrolment — and enhancing the profile and reputation of UEA across the globe. Angelina’s background is in marketing and communications, and she worked for many years as a consultant in the private sector for FTSE 100 companies before joining the University of Southampton where she led a rebrand exercise. Angelina joined UEA in 2013. She has an MBA from Warwick.
