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International Marketing of Higher Education pp 121–138Cite as

Palgrave Macmillan

Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program

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Abstract

In this chapter we investigate a key factor in the branding process model – Brand Soul – as it is applied and embodied in a Higher Education Institution, and especially the impact of Brand Soul on the educational institution’s international marketing efforts. Brand Soul, defined as “the essence or fundamental nature – the authentic energy – of a brand” refers to the positive ways key internal stakeholders perceive and live the organization’s brand (Williams, 2012). The Brand Soul concept is strongly linked to stakeholder involvement, resources, and internal marketing. It also underscores the possible negative consequences when service organizations do not include employees and other internal stakeholders as co-creators during strategic brand management decisions that involve revitalizing, refocusing, renaming, or retiring activities. In particular, we analyze the Global Opportunities (GO) program at a leading U.S. university, and how it helps align the institution’s brand identity activities with the consumer’s brand image. We explore the components of GO in terms of its effect on the institution’s Brand Soul, and how an HEI’s brand soul can become an effective tool in the international marketing of higher education.

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Acknowledgement

Special thanks to Madeleine Ryneer, Michelle Richardson, Betsy Robertson, and Angela Burrows.

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Authors and Affiliations

  1. Susquehanna University, Selinsgrove, PA, USA

    Robert Williams, Scott Manning, Susannah Morris & Jerrell Habegger

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  1. Robert Williams
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  2. Scott Manning
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  3. Susannah Morris
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Editor information

Editors and Affiliations

  1. University of Ontario Institute of Technology, Oshawa, Canada

    Terry Wu

  2. University of Sydney, Sydney, New South Wales, Australia

    Vik Naidoo

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Williams, R., Manning, S., Morris, S., Habegger, J. (2016). Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program. In: Wu, T., Naidoo, V. (eds) International Marketing of Higher Education. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-54291-5_6

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  • DOI: https://doi.org/10.1057/978-1-137-54291-5_6

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  • Publisher Name: Palgrave Macmillan, New York

  • Print ISBN: 978-1-137-54290-8

  • Online ISBN: 978-1-137-54291-5

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