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.
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: 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
Reflections on a brand strategy for universities

Brand strategy for universities: How universities can sharpen their identity. In an increasingly globalized and competitive educational landscape, it is no longer enough to shine through research and teaching alone. Universities today need to present themselves as strong brands in order to attract students, sponsors and partners alike. But how do you develop an effective brand strategy for universities with complex structures and diverse target groups? A look at proven approaches and challenges. University as a brand: Why is this important? The number of universities and study programs is constantly growing, while students and sponsors are becoming increasingly selective. At the same time, many institutions are struggling with similar challenges: shrinking budgets, increasing demands for digitalization and stronger international competition.this is where the brand strategy comes in. A well-defined brand helps universities to clearly communicate their identity, emphasize their values and differentiate themselves in the education market. It can not only increase the number of applications, but also secure funding and collaborations. Three models of brand strategy As with companies, there are also different approaches to building brand structures for universities. Three central models have proven themselves: Umbrella brand, family brand and individual brand strategies. 1. the umbrella brand strategy: the university at the center The umbrella brand strategy focuses on the university itself as the central brand. All faculties and degree programs use the identity and reputation of the institution to address their target groups. Examples: Harvard University, Technical University of Munich (TUM) Advantages: The umbrella brand strategy is particularly suitable for renowned universities whose name alone represents a promise of quality. 2. the family brand strategy: faculties as beacons Here, faculties or disciplines are positioned as separate brands while still benefiting from the connection to the university. Each faculty can specialize in a specific target group and tailor its communication accordingly. Examples: University of Mannheim (business administration faculty), ETH Zurich (various engineering subjects) Advantages: Family brand strategies are suitable for universities with strong specializations that want to serve different target groups. 3. the individual brand strategy: study programs in the spotlight In the individual brand strategy, each degree program is developed as an independent brand. The focus here is on the specific target group, while the university itself often fades into the background. Examples: WHU – Otto Beisheim School of Management (MBA programs), HHL Leipzig Graduate School of Management Advantages: Challenges: This strategy is particularly suitable for business schools or universities with highly individualized degree programs. Building blocks of a successful university brand Regardless of the model chosen, there are some basic elements that every university brand should consider: Conclusion: No one-size-fits-all solution The right brand strategy depends heavily on the university’s individual goals, strengths and target groups. Whether an umbrella, family or individual brand – it is crucial that the brand remains authentic and reflects the values of the institution. Only in this way can universities remain visible in a crowded education market and be successful in the long term. In a world where students increasingly have a choice of hundreds of universities and thousands of degree programs, a university’s brand is not just a logo – it is the promise of quality, innovation and community.