The use of the Kano model in university branding and target group-relevant university marketing

In the growing competition for prospective and talented students, universities are faced with the challenge of positioning their brand in a targeted manner and addressing the right target group. The Kano model provides a valuable basis for systematically analyzing customer expectations and translating them into effective strategic approaches for branding and marketing. This article looks at how the model can be used in university branding and student recruitment at a strategic level.

What is the Kano model?

The Kano model, developed by Noriaki Kano, is an analytical tool for categorizing customer expectations. It divides the characteristics of products or services into the following categories:

  • Basic features (must-haves): 🛠️ Basic expectations, the absence of which creates dissatisfaction.
  • Performance characteristics (one-dimensional needs): 📈 Characteristics that have a linear relationship to customer satisfaction.
  • Excitement Needs: 🌟 Features that are not expected but can trigger a high level of excitement.
  • Indifferent characteristics: ⚙️ Characteristics that have no relevance for customer satisfaction.
  • Rejection characteristics: 🚫 Aspects that cause dissatisfaction when they are present.

The model emphasizes that customer needs are not static. Enthusiasm characteristics can become performance or even basic characteristics over time, which requires continuous adaptation of strategies (Kano et al., 1984).


Strategic application of the Kano model in university branding

University branding aims to define and communicate the identity and positioning of a university. The application of the Kano model supports the development of a brand strategy that takes into account and specifically addresses the expectations of the target group.

Basic features: Foundation of the brand strategy

Basic features represent the indispensable foundations of a university brand. These characteristics are not suitable for emphasizing the brand, but their absence would significantly damage the brand image. Strategically, universities must ensure that these characteristics are always fulfilled. Examples include academic excellence, international accreditation and transparent communication.

Performance characteristics: Competitive differentiation

Performance characteristics offer the opportunity to differentiate oneself from the competition. These features should be clearly linked to the university’s strategic goals, such as improving rankings, promoting research or creating strong networks with industry. From a strategic perspective, it is crucial to consistently communicate and continuously optimize these features.

Enthusiasm characteristics: Emotional brand loyalty

Enthusiasm features play a central role in creating an emotional bond with the brand. These features are often not expected by the target group, but create positive associations and loyalty. From a strategic point of view, universities should develop innovative ideas and unconventional approaches in order to integrate such features in a targeted manner and generate long-term enthusiasm.

Dynamics and further development

The Kano model makes it clear that customer expectations are subject to change. What today is an inspirational feature may tomorrow be a performance or even a basic feature. Universities must therefore regularly review and adapt their brand strategy in order to remain relevant and competitive.


Strategic relevance in university marketing and student recruitment

In the context of university marketing, the Kano model provides valuable insights for designing targeted marketing strategies. At a strategic level, the aim is to understand the needs of the target group and develop prioritized measures based on this.

Target group analysis and positioning

The Kano model supports the segmentation of the target group by showing which features are perceived by potential students as basic, performance or enthusiasm features. This enables clear positioning of the brand and targeted communication.

Resource allocation

From a strategic perspective, the model helps to deploy resources effectively by prioritizing features that have the greatest impact on the target group. For example, enthusiasm features should be specifically promoted in order to leave a lasting impression.

Long-term commitment

Using the Kano model makes it possible not only to attract new students, but also to build long-term relationships. Enthusiasm features can help to strengthen students’ identification with the university and attract alumni as brand ambassadors.


Conclusion

The Kano model provides universities with a strategic basis for aligning their branding and marketing with their target groups. By systematically analyzing basic, performance and enthusiasm characteristics and integrating them into the brand strategy, universities can strengthen their positioning and create sustainable competitive advantages. At the same time, the model enables continuous adaptation to changing expectations, which is essential for long-term success in university marketing.

Sources

  • Kano, N., Seraku, N., Takahashi, F., & Tsuji, S. (1984). Attractive quality and must-be quality. The Journal of the Japanese Society for Quality Control.
  • Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., … & Walden, D. (1993). Kano’s methods for understanding customer-defined quality. Center for Quality of Management Journal.

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