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Navigating a brand ‘bounce back’ after a near closure: A case study on Sweet Briar College’s ‘fierce’ brand refresh

Author

Listed:
  • Richards, Melissa Farmer

    (VP, Communications at Hamilton College, USA)

  • Koelling, Alexia

    (EVP and Consulting and Account Management & Principal, Lipman Hearne, USA)

  • Ostroth, Amy

    (Senior Director of Communications, Sweet Briar College, USA)

Abstract

The role of the chief communications officer at American colleges and universities continues to shift from that of a traditional public information officer to one that requires brand marketing expertise. A changing competitive landscape, enrolment challenges and financial woes present new road blocks that risk brand crisis regularly. This case study explores how one college repositioned its brand to recover from a brand crisis after nearly closing its doors. The authors offer seven steps for a structured approach to brand development and management in order to navigate a brand rebound postcrisis.

Suggested Citation

  • Richards, Melissa Farmer & Koelling, Alexia & Ostroth, Amy, 2020. "Navigating a brand ‘bounce back’ after a near closure: A case study on Sweet Briar College’s ‘fierce’ brand refresh," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(1), pages 41-51, June.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:1:p:41-51
    as

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    More about this item

    Keywords

    brand; brand marketing; brand crisis; brand recovery; brand development; brand strategy; higher education marketing; higher education brand; college brand;
    All these keywords.

    JEL classification:

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

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