Brand values

August 6, 2009

In light of the sector's commercialisation, the articles by Robert Mighall and Jonathan Baldwin on branding were useful ("What sets you apart?" 23 July).

Branding is not just relevant to the recruitment of individual students, but also to establishing partnerships with external organisations. And it is a two-way street. It may serve to initially attract partners, commercial or otherwise, but established partnerships themselves then become part of the brand.

A "meaningful" brand therefore has to be accompanied by a consistent partnership strategy, defining the kind of external organisations a university wishes to be identified with or not.

Sadly, too many universities, under growing pressure to increase "third-stream" funding, may forgo such brand-consistent strategies. But "opportunistic" partnerships are likely to turn and bite them where it hurts - degrading the very brand they have invested so much time and effort in creating.

Roger Rees, The Open University (in a personal capacity).

You've reached your article limit.

Register to continue

Registration is free and only takes a moment. Once registered you can read a total of 3 articles each month, plus:

  • Sign up for the editor's highlights
  • Receive World University Rankings news first
  • Get job alerts, shortlist jobs and save job searches
  • Participate in reader discussions and post comments
Register

Have your say

Log in or register to post comments