Building a University Brand from Within: University Administrators' Perspectives of Internal Branding

Kimberly M. Judson · Timothy W. Aurand · Linda Gorchels · Geoffrey L. Gordon

139 citations0/0 files storedServices Marketing Quarterly

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Corporate Identity and Reputation Marketing and Advertising Strategies Organizational Strategy and Culture

Abstract

The branding process has evolved into a role that suggests a promise to meet consumer expectations. This promise has typically been developed based on external promotional strategies such as advertising and sales promotion. More recently, the brand messages conveyed to employees of an organization have been recognized as an important aspect of an organization's positioning. The objective of this study is to investigate the internal promotion of the brand within an industry that only recently began to embrace integrated marketing efforts: higher education. Administrators in higher education who regularly have an opportunity to convey the university brand promise to outside constituencies are surveyed. Respondents from private institutions reported greater brand clarity than respondents at public institutions.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1998Chronicle of Higher Education 1979Reliability: A Review of Psychometric Basics and Recent Marketing Practices 1987The new marketing—Developing long-term interactive relationships 1908The College and the University 1990Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level 2002Selling the brand inside.

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2012University branding: Understanding students’ choice of an educational institution 2014Linking Brand Orientation with Service Quality, Satisfaction, and Positive Word-of-Mouth: Evidence from the Higher Education Sector 2022Employer and internal branding research: a bibliometric analysis of 25 years 2016Branding and Isomorphism: The Case of Higher Education 2016IMO and internal branding outcomes: an employee perspective in UK HE

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