Articlegreen2006

Barriers to brand building in UK universities?

136 citations0/0 files storedInternational Journal of Nonprofit and Voluntary Sector Marketing

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract Branding in universities has become an increasingly topical issue with practitioners, with some institutions committing substantial financial resources to branding activities. It has, however, received only limited academic investigation, and as the particular characteristics of the sector present challenges for those seeking to build brands, it seems to be timely and appropriate to investigate potential barriers to branding. This exploratory study investigates the opinions of the ‘brand guardians’ of UK universities—Vice Chancellors, Principals and Rectors—on the barriers to successfully building brands and draws conclusions on their views of the key challenges facing successful branding activity in the sector. Implications for practitioners are also explored. Copyright © 2006 John Wiley & Sons, Ltd.

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1994Qualitative Data Analysis: An Expanded Sourcebook 2022Business Research Methods 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2003Business Research Methods 2007Strategic Brand Management 2020Research Methods in Business Studies

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