Planning for Higher Education Journal

Will Colleges and Universities Become Brands?

Journal Cover
From Volume 27 Number 2 | Winter 1998–1999
By Chris Riley

Institutions referenced in this resource:
Marylhurst University, Harvard University

First, I will explain what I consider to a brand to be. This will give me a framework to look forward to the possible futures of the college or university brand. I will summarize some key trends facing your target consumers: future students and the employers of those students and come to some obervations about the realtionship between our brands and these "consumers". I will then illustrate some of this thinking with a real example where I have, in recent months, been able to work with a small collee in Portland to try to out some of this thinking and help create a University Brand.

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