Building a university brand from within: University administrators' perspectives of internal branding

The branding process has evolved into a role that suggests a promise to meet consumer expectations. This promise has typically been developed based on external promotional strategies such as advertising and sales promotion. More recently, the brand messages conveyed to employees of an organization h...

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Bibliographic Details
Published in:Services marketing quarterly 2009-01, Vol.30 (1), p.54-68
Main Authors: Judson, Kimberly M, Aurand, Timothy W, Gorchels, Linda, Gordon, Geoffrey L
Format: Article
Language:English
Subjects:
administrators
Betrieb
Brand image
communication
Dienstleistung
Higher education
Hochschule
Integrated marketing
internal branding
Marke
Marketing
media
Politik
Studies
university brand
USA
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Summary:The branding process has evolved into a role that suggests a promise to meet consumer expectations. This promise has typically been developed based on external promotional strategies such as advertising and sales promotion. More recently, the brand messages conveyed to employees of an organization have been recognized as an important aspect of an organization's positioning. The objective of this study is to investigate the internal promotion of the brand within an industry that only recently began to embrace integrated marketing efforts: higher education. Administrators in higher education who regularly have an opportunity to convey the university brand promise to outside constituencies are surveyed. Respondents from private institutions reported greater brand clarity than respondents at public institutions.
ISSN:1533-2969
1533-2977
DOI:10.1080/15332960802467722