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Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities

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  • Sheila Furey
  • Paul Springer
  • Christine Parsons

Abstract

Branding is now widely used by higher education (HE) institutions, yet questions still surround the transference of private sector concepts to a university context. This article reports on findings from studies that investigated the brand promises of four UK universities - one from each of the HE 'mission groups'. The evidence indicated that, contrary to existing published presumptions, there is considerable potential for the application of branding in HE, but in differing and nuanced ways. Clear branding themes emerged across the cases such as environment, experiences, aspiration, and global positioning. While these enabled the universities to position their brands with distinction, the overriding method used across the cases - and the key point of differentiation - proved to be the presence of a core brand promise.

Suggested Citation

  • Sheila Furey & Paul Springer & Christine Parsons, 2014. "Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 99-121, June.
    • Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:99-121
    DOI: 10.1080/08841241.2014.919980
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    References listed on IDEAS

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    1. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
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    1. Berbegal-Mirabent, Jasmina & Llach, Josep & Marimon, Frederic & Mas-Machuca, Marta, 2020. "To recommend or to regret the choice? Factors explaining student loyalty: evidence from the Catalan university system," TEC Empresarial, School of Business, Costa Rica Institute of Technology (ITCR), vol. 14(2), pages 2-17.
    2. Kelvin Mukolo Kayombo & Gwebente Mudenda & Burton Mweemba & Janis Nduli, 2020. "Understanding Postgraduate Student Preferences for University Choice in Zambia: The Case of ZCAS University," Journal of Education and Vocational Research, AMH International, vol. 10(2), pages 18-30.

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