Brand development in the higher education sector: From the degree program brand to the university brand

Colleges and universities find themselves in an increasingly dynamic competitive environment. National and international visibility, attractiveness for students and relevance in the education market are more important than ever. Strategic brand management plays a central role in meeting these challenges. Universities can take different development paths: the path towards a uniform university brand or a stronger differentiation of individual faculties and degree programs. One model for illustrating these processes is the typology of brand development as presented by Becker (2013, p. 202).


Brand evolution: From degree program to university

Brand evolution describes the process in which universities develop their previously decentralized brand structure into a uniform umbrella brand. The aim is to create a strong, consistent brand identity that focuses on the university as a whole and thus creates national and international recognizability.

Study program brands: The starting point

In their initial state, degree programs act like independent brands. They have individual logos, websites and communication strategies. This may seem sensible at first, as degree programs can focus on specific target groups. However, the disadvantage lies in the fragmented external perception: the university as an institution fades into the background and potential synergies are not exploited.

Faculty stamps: The transition

An intermediate stage on the way to the umbrella brand is the development of faculty brands. This involves bundling degree programs within a department or faculty under a common identity. For example, all economics courses at a university could be communicated under the brand “Faculty of Economics at University X”. This bundling creates a clear assignment and increases the perception of the faculty as a competence center.

University brands: The crowning glory

The final stage of brand evolution is the development of a uniform university brand. Faculties and degree programs no longer act independently, but are subordinated to the university’s umbrella brand. All communication – from the logo to the website to international marketing – is aimed at strengthening the university as a whole. Degree programs and faculties are only perceived as part of the larger brand concept, e.g. “Business Administration at University X”.

Advantages of brand evolution

A uniform university brand offers clear advantages: it creates consistency, reduces the effort required for individual marketing measures and strengthens the reputation of the institution as a whole. In the international education market in particular, a strong umbrella brand can be decisive for success, as universities with a clear identity are much more visible.


Brand restructuring: From the university to the degree program

The opposite approach is brand restructuring. Here, universities break away from a centralized umbrella brand structure and give faculties or degree programs more independence. This approach can be particularly useful in highly competitive subject areas in order to emphasize specializations and excellence.

University brands: The initial situation

Many universities start with a highly centralized structure. The focus is on the umbrella brand, while faculties and degree programs are barely visible to the outside world. However, this can be problematic if specialized programs or internationally renowned faculties remain underrepresented.

Faculty brands: The first step

To meet such challenges, faculties can develop independent brands. A faculty of engineering, for example, could present itself as “Engineering School of University X” in order to target international specialists and emphasize its expertise in research and teaching.

Study program brands: Maximum differentiation

In the final stage of brand restructuring, degree programs develop independent identities. This could be useful for particularly specialized programs, such as “Medical Technology at University X”, which is aimed specifically at professionals and employers in the healthcare sector. Such individual brands make it possible to address specific target groups with tailored messages.

Advantages of brand restructuring

Differentiation through faculty or degree program brands allows for targeted communication. Particularly specialized programs can position themselves independently, emphasize their autonomy and thus address specific markets and target groups. This is particularly advantageous for faculties with a strong research profile or clearly defined target groups.


The right strategy for universities

Whether a university chooses the path of brand evolution or brand restructuring depends on its objectives and competitive situation. While brand evolution is suitable for universities that want to appear internationally consistent and strengthen their institution as a whole, brand restructuring is ideal for universities that want to highlight highly specialized programs or faculties.

Conclusion

The development of university brands is a strategic decision with far-reaching effects on the perception and competitiveness of an institution. Universities that actively manage their branding can not only increase their attractiveness to students and researchers, but also achieve a significantly better position in international comparison.

Source: Becker, J. (2013): Typical development directions for changes in brand type. In: Fundamentals of brand management, p. 202.

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