The elements of brand-building in higher education: The role of strategy, research and internal engagement

In 2007, as part of an eight-month process to change its name to Missouri University of Science and Technology (Missouri S&T), the University of Missouri-Rolla launched an intensive rebranding effort to maintain awareness among its key audiences, particularly prospective students, alumni and employers of graduates. Six years later, the university conducted an extensive market research project to determine various audiences’ perceptions of the institution since its name change and, based on the outcomes of that research, revised its brand identity, messaging and positioning to better reflect the institution’s visibility goals as outlined in a new strategic plan. This paper examines the role of strategy, market research and internal engagement in building a brand during two distinct points in one university’s recent history and provides guidance and takeaways for communications officers, marketing officers and brand managers responsible for stewarding a college or university through a brand-building exercise.