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 […]
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 […]
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 […]