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Reflections on a rebrand: From a campus divided to a unified university

Author

Listed:
  • Bugg Holloway, Betsy

    (Vice President for Marketing & Communication and Professor of Marketing, Samford University, 800 Lakeshore Drive, Birmingham, AL 35229, USA)

  • Williams, Laine

    (Creative Director, Samford University, 800 Lakeshore Drive, Birmingham, AL 35229, USA)

Abstract

Strategic brand management has never been more important in higher education than it is today. Branding is, however, particularly challenging in the context of a typical university campus. Limited budgets, relatively low understanding and appreciation for marketing and the prevalence of disparate sub-brands, all create a difficult environment in which to establish centralised branding processes and strong institutional brands. This paper provides reflections on a university rebrand that moved a university from being a divided campus to a unified one. The paper addresses the story of this rebrand, processes followed and impactful outcomes achieved as a result. The paper concludes with lessons learned and implications that may benefit other higher education marketers in the future.

Suggested Citation

  • Bugg Holloway, Betsy & Williams, Laine, 2019. "Reflections on a rebrand: From a campus divided to a unified university," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(3), pages 239-250, December.
    • Handle: RePEc:aza:jeam00:y:2019:v:4:i:3:p:239-250
    as

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    More about this item

    Keywords

    brand management; brand identity; brand personality; positioning; sub-brand;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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