Skip to main content
SpringerLink
Log in
Book cover

Using Data to Improve Higher Education pp 81–91Cite as

Higher Education Brands and Data

Should Branding Metrics in U.K. Universities Be Better Informed?

  • Chapter

Part of the book series: Global Perspectives On Higher Education ((GPHE))

Abstract

Branding in higher education is highly topical; in recent years there has been a trend among most U.K. universities to seek to employ the techniques of branding, often expending considerable sums in the process. Whilst branding activity in U.K. higher education is arguably as relevant as in the commercial world (Roper & Davies, 2007), it is a sector that does not suit a simplistic application of commercial approaches without some understanding of the particular qualities of the higher education “market.”

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   49.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Argenti, P., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate Reputation Review, 6(4), 368-374.

    Article  Google Scholar 

  • Bakewell, J., & Gibson-Sweet, M. F. (1998). Strategic marketing in a changing environment: Are the new U.K. universities in danger of being “stuck in the middle”? International Journal of Educational Management, 12(3), 108-113.

    Google Scholar 

  • Becher, T., & Trowler, P. R. (2001). Academic tribes and territories: Intellectual enquiry and the cultures. Philadelphia, PA: SHRE and Open University Press.

    Google Scholar 

  • Bennett, R., Ali-Chowdhury, R., & Savani, S. (2008, April). Defining the components of a university brand: A qualitative investigation. Paper presented at the International Conference of Higher Education Marketing, Krakow, Poland.

    Google Scholar 

  • Blumenthal, D., & Bergstrom, A. J. (2003). Brand councils that care: Towards the convergence of branding and corporate social responsibility. Journal of Brand Management, 10, 327-341.

    Article  Google Scholar 

  • Bulotaite, N. (2003). University heritage – An institutional tool for branding and marketing. Higher Education in Europe, 28(4), 449-454.

    Article  Google Scholar 

  • Bunzel, D. (2007). Universities sell their brands. Journal of Product and Brand Management, 16(2), 152-153.

    Article  Google Scholar 

  • Caldwell, N., & Coshall, J. (2002). Measuring brand associations for museums and galleries using repertory grid analysis. Management Decisions, 40(4), 383-392.

    Article  Google Scholar 

  • Chapleo, C. (2004). Interpretation and implementation of reputation/brand management by U.K. university leaders. International Journal of Educational Advancement, 5(1), 7-23.

    Article  Google Scholar 

  • Chapleo, C. (2007). Barriers to brand building in U.K. universities. International Journal of Nonprofit and Voluntary Sector Management, 12(1), 23-32.

    Article  Google Scholar 

  • Chapleo, C. (2011). Exploring rationales for branding a university: Should we be seeking to measure branding in U.K. universities? Journal of Brand Management, 18(6), 411-422. DOI: 10.1057/bm.2010.53.

    Article  Google Scholar 

  • De Chernatony, L., & McDonald, M. (2005). Creating powerful brands. Oxford, U.K.: Elsevier.

    Google Scholar 

  • De Chernatony, L., & McDonald, M. (2011). Creating powerful brands (4th ed). Oxford, U.K.: Butterworth Heinemann.ebook

    Google Scholar 

  • De Chernatony, L., & Segal-Horn, S. (2003). The criteria for successful service brands. European Journal of Marketing, 37(7/8), 1095-1118.

    Article  Google Scholar 

  • Distinct Project. (2011). Distinctiveness in higher education. Oxford Brookes University.

    Google Scholar 

  • Doyle, P. (1989). Building successful brands: The strategic options. Journal of Consumer Marketing, 7(2), 5-20.

    Article  Google Scholar 

  • Frost, A. R., & Cooke, C. (1999). Brand v reputation: Managing an intangible asset. Journal of Brand Management, 7(2), 81-87.

    Article  Google Scholar 

  • Gibbs, P. (2001). Higher education as a market: A problem or solution? Studies in Higher Education, 26(1), 85-94.

    Article  Google Scholar 

  • Hemsley-Brown, J., & Goonawardana, S. (2007). Brand harmonization in the international higher education market. Journal of Business Research, 60, 942-948.

    Article  Google Scholar 

  • Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive marketplace – A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316-338.

    Article  Google Scholar 

  • Higher Education Funding Council for England (HEFCE). (2008). Counting what is measured or measuring what counts? – League tables and their impact on higher education institutions in England. HEFCE Issues Paper, April 2008/14. HEFCE: Bristol, U.K.

    Google Scholar 

  • Hoeffler, S., & Keller. K. (2003). The marketing advantages of strong brands. Brand Management, 10(6), 421-445.

    Article  Google Scholar 

  • Holt, D. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29, 70-90.

    Article  Google Scholar 

  • Jevons, C. (2006). Universities: A prime example of branding gone wrong. Journal of Product and Brand Management, 15(7), 466-467.

    Article  Google Scholar 

  • Keller, K. L. (2003). Strategic brand management. New Jersey, U.S.A.: Prentice Hall.

    Google Scholar 

  • Kotler, N., & Kotler, P. (1998). Museum strategy and marketing: Designing missions, building audiences, generating revenue and resources. San Francisco: Jossey-Bass.

    Google Scholar 

  • Lowrie, A. (2007). Branding higher education: Equivalence and difference in developing identity. Journal of Business Research, 60(9), 990-999.

    Article  Google Scholar 

  • Millward Brown International. (1996). The good health guide. Warwick: Millward Brown International.

    Google Scholar 

  • Office of Fair Trading. (2014). Call for information on the higher education sector (undergraduate) in England. Retrieved from http://www.oft.gov.uk/OFTwork/markets-work/othermarketswork/higher-education-cfi/#.U0WhRk2PLcs

  • Opoku, R., Abratt, R., & Pitt, L. (2006). Communicating brand personality: Are the websites doing the talking for the top South African business schools? Brand Management, 14(1-2), 20-39.

    Article  Google Scholar 

  • Reader, P. (2003). Towards the globalization of the brand. Education Marketing, 28, 26-27.

    Google Scholar 

  • Rolfe, H. (2003). University strategy in an age of uncertainty: The effect of higher education funding on old and new universities. Higher Education Quarterly, 57(1), 24-47.

    Article  Google Scholar 

  • Roper, S., & Davies, G. (2007). The corporate brand: Dealing with multiple stakeholders. Journal of Marketing Management, 23(1-2), 75-90.

    Article  Google Scholar 

  • Sargeant, A. (2005). Marketing management for nonprofit organizations. Oxford: Oxford University Press.

    Google Scholar 

  • Stamp, R. (2004). The new challenge of branding buy-in. Education News, 7.

    Google Scholar 

  • Temple, P. (2006). Branding higher education: Illusion or reality? Perspectives, 10(1), 15-19.

    Google Scholar 

  • Waeraas, A. (2008). Can public sector organizations be coherent corporate brands? Marketing Theory, 8(2), 205-221.

    Article  Google Scholar 

  • Waeraas, A., & Solbakk, M. (2008). Defining the essence of a university: Lessons from higher education branding. Higher Education, 57(4), 449-462.

    Article  Google Scholar 

  • Whelan, S., & Wohlfeil, M. (2006). Communicating brands through engagement with ‘lived’ experiences. The Journal of Brand Management, 13(4-5), 313-329.

    Article  Google Scholar 

  • Young and Rubicam. (1994). Brand asset valuator. London: Young & Rubicam.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. The Business School, Bournemouth University, United Kingdom

    Chris Chapleo

  2. Department of Marketing and Communications, University of Portsmouth, United Kingdom

    Peter Reader

Authors
  1. Chris Chapleo
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Peter Reader
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. University of Cyprus, Nicosia, Cyprus

    Maria Eliophotou Menon

  2. Tufts University, Medford, USA

    Dawn Geronimo Terkla

  3. Middlesex University London, UK

    Paul Gibbs

Rights and permissions

Reprints and permissions

Copyright information

© 2014 Sense Publishers

About this chapter

Cite this chapter

Chapleo, C., Reader, P. (2014). Higher Education Brands and Data. In: Menon, M.E., Terkla, D.G., Gibbs, P. (eds) Using Data to Improve Higher Education. Global Perspectives On Higher Education. SensePublishers, Rotterdam. https://doi.org/10.1007/978-94-6209-794-0_6

Download citation

Publish with us

Policies and ethics

Search

Navigation