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Swayed by the logo and name: does university branding work?

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  • Muhammad Zaffwan Idris
  • T. W. Allan Whitfield

Abstract

Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the effectiveness of CVI in influencing observers' perceptions of a university and, by association, its lecturers. A secondary question concerned the name. Photographs of two lecturers (M/F) were placed into controlled digital simulations of a university foyer featuring systematically varied CVI and name. Using a range of measures and a large-sample Internet survey of n = 888, we found that CVI and name affected respondents' perceptions of university lecturers. However, the enhancement was exclusively upon perceptions of the male lecturer, and strongly favored traditional, heraldic CVI, with a secondary naming effect.

Suggested Citation

  • Muhammad Zaffwan Idris & T. W. Allan Whitfield, 2014. "Swayed by the logo and name: does university branding work?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 41-58, June.
    • Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:41-58
    DOI: 10.1080/08841241.2014.919979
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    Cited by:

    1. Wilson, Elizabeth J. & Elliot, Esi A., 2016. "Brand meaning in higher education: Leaving the shallows via deep metaphors," Journal of Business Research, Elsevier, vol. 69(8), pages 3058-3068.
    2. Ari-Matti Erjansola & Jukka Lipponen & Kimmo Vehkalahti & Hanna-Mari Aula & Anna-Maija Pirttilä-Backman, 2021. "From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 241-253, May.

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