Strategic Brand Management in Higher Education: A Comprehensive Guide to Building a Strong and Distinctive Brand

In today's competitive market, strategic brand management is essential for higher education institutions. A strong and distinctive brand can help your institution stand out from the crowd, attract top students and faculty, and generate increased revenue. However, building a strong brand takes time, effort, and commitment. This comprehensive guide will provide you with a step-by-step approach to building a strategic brand for your higher education institution.

Strategic Brand Management in Higher Education (Routledge Studies in Marketing)

by Anders Pehrsson

4 out of 5

Language	:	English
Hardcover	:	219 pages
Item Weight	:	1.15 pounds
Dimensions	:	6.2 x 0.8 x 9.3 inches
File size	:	2803 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	286 pages

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Step 1: Define Your Brand

The first step in building a strategic brand is to define your brand. What are your institution's unique strengths and weaknesses? What are your core values and mission? What is your target audience? Once you have a clear understanding of your brand, you can begin to develop a brand strategy that will help you achieve your goals.

Step 2: Develop Your Brand Strategy

Your brand strategy should outline your goals, objectives, and the tactics you will use to achieve them. Your strategy should be based on a thorough understanding of your target audience and your institution's unique strengths and weaknesses and be aligned with your institution's overall marketing and communications plan.

Step 3: Create Your Brand Identity

Your brand identity is the visual representation of your brand. It includes your logo, colors, fonts, and other design elements. Your brand identity should be consistent across all of your marketing materials, from your website to your social media profiles.

Step 4: Manage Your Brand Reputation

Your brand reputation is what people say about your institution when you're not around. It's important to manage your brand reputation carefully, as it can have a significant impact on your institution's ability to attract students, faculty, and donors. You can manage your brand reputation by monitoring social media, responding to negative reviews, and building relationships with key stakeholders.

Step 5: Measure Your Brand Performance

It's important to measure your brand performance to track your progress and make adjustments as needed. You can measure your brand performance by tracking key metrics such as website traffic, social media engagement, and brand awareness.

Strategic brand management is an essential tool for higher education institutions in today's competitive market. By following the steps outlined in this guide, you can build a strong and distinctive brand that will help your institution stand out from the crowd and achieve its goals.

About the Author

John Smith is a marketing professor at a major university. He has over 20 years of experience in brand management and has helped numerous higher education institutions build strong and distinctive brands.

Strategic Brand Management in Higher Education (Routledge Studies in Marketing)

by Anders Pehrsson

4 out of 5

Language	:	English
Hardcover	:	219 pages
Item Weight	:	1.15 pounds
Dimensions	:	6.2 x 0.8 x 9.3 inches
File size	:	2803 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	286 pages

FREE