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From a Dog’s Breakfast to a King’s Table: Branding and Marketing a Major Research University

In: Public Branding and Marketing

Author

Listed:
  • Julia Cummings

    (CU Denver School of Education & Human Development)

  • Ken McConnellogue

    (University of Colorado, Office of the President)

Abstract

This chapter outlines how a university system shaped and developed its brand identity. Focusing, clarifying and articulating the university brand often leads to improved stakeholder engagement and unprecedented opportunities. Leaders of the process must unleash emotion, creativity, research high points and a strong sense of place while harnessing reason, balance, value and integrity. The authors articulate what is takes to strengthen a higher education brand from identifying a visual disconnect and justifying branding needs to navigating speed bumps, creating branding guides and resources, launching, promoting, and measuring outcomes.

Suggested Citation

  • Julia Cummings & Ken McConnellogue, 2021. "From a Dog’s Breakfast to a King’s Table: Branding and Marketing a Major Research University," Springer Books, in: Staci M. Zavattaro (ed.), Public Branding and Marketing, pages 239-247, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70505-3_14
    DOI: 10.1007/978-3-030-70505-3_14
    as

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