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ERIC Number: EJ925461
Record Type: Journal
Publication Date: 2009-Feb
Pages: 5
Abstractor: ERIC
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0748-478X
Branding out of the Box
Hayes, Thomas
CURRENTS, v35 n2 p26-30 Feb 2009
Some might wonder what institutions of education could possibly learn from a mouse, a gecko, or even a polar bear. But when people link those animals to the brands they represent (Disney, GEICO, and Coca-Cola, respectively), they realize that marketing and communications departments at higher education institutions across the world would love to get their hands on the branding know-how and experience of one of these well-known companies. But what exactly is the magic formula that equates branding products with branding a college or a university? Can a school be marketed in the same way that products are? Is the process of branding the same regardless of the focus of the branding effort? The answer is yes--and no. Yes, in that many of the basic principles of marketing are consistent across both applications. No, in that the power of branding consumer packaged goods rests largely in the development of the traditional "4 P's" of marketing--product, price, place, and promotion--and these elements do not apply to higher education in the same way. Simple promotion--without support from leadership, proper positioning of the brand, and delivery on the promise of the institution--is fraught with peril. The fact that an institution provides a service, not a product, has tremendous implications for marketing and branding in higher education. The author contends that this fact, however, doesn't mean higher education can't learn from some of the core principles of product marketing in the consumer world.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail: memberservicecenter@case.org; Web site: http://www.case.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A