Universities: a prime example of branding going wrong

Purpose – The purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands. Design/methodology/approach – Reviews some recent literature on university branding and contrasts this with other industries. Findings – For the benefit not just of intending students, but also for the benefit of potential and existing staff as well as research clients and graduate employers, universities should develop meaningfully differentiated brands to communicate their strengths. Research limitations/implications – University brand managers should seek to clearly differentiate their offerings from the competition. Aspects of a university's brand attract students, staff, and industry seeking staff or consultancy. Originality/value – The large amounts of expenditure on university marketing would be more efficiently used if the principles of brand management taught within them were applied properly.