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ERIC Number: EJ903443
Record Type: Journal
Publication Date: 2008
Pages: 15
Abstractor: ERIC
Reference Count: 10
ISBN: N/A
ISSN: ISSN-0893-0384
"Loyola Values": Extending the Brand
Rosen, Jeffrey; Shannon, Kelly
Continuing Higher Education Review, v72 p129-143 Fall 2008
Loyola University Chicago had long used the tag line, "Chicago's Jesuit University," to highlight the institution's local origins and its ties to a 450-year tradition of academic excellence. By the turn of this century, this reference was unfamiliar to a large percentage of prospective students, particularly adult students, and the Chicago focus seemed too narrow, not suggestive of either the institution's expansive intellectual ambitions or its broadminded, tolerant, and worldly character. Indeed, if it was these liberal values that the university wanted to promote, a new image campaign was necessary. In late 2004, the university took the first step by creating a new promise line: "Preparing people to lead extraordinary lives." This signaled an institutional shift in self-definition from a static resource to a dynamic and ambitious place for life preparation. Introducing the Loyola Values campaign was a second step designed to build upon this new foundation. Loyola Values, the name given to the first-ever branding campaign of Loyola University Chicago, was an attempt to elevate the identity, image, and reputation of the university, much the way other institutions of higher education have tried to link their universities to a set of positive values and affirmative associations. This article describes in detail the evolution of the Loyola Values brand campaign.
University Professional & Continuing Education Association. 1 Dupont Circle NW Suite 615, Washington, DC 20036. Tel: 202-659-3130; Fax: 202-785-0374; Web site: http://www.upcea.edu
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Illinois