The role of corporate identity in the higher education sector

Abstract

Purpose -This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model developed by Melewar and Jenkins. Design/methodology/approach -Information gathered from the interview with Ian Rowley, Director of Communication at the University of Warwick, is presented in support of the arguments. In addition, the paper refers to two further documents: "University of Warwick: Reputation Audit" and "The Corporate Identity Guide". Findings -Warwick's new CI is the reflection of the new management strategy which is the move from a decentralised towards a more centralised management style. In this respect the changes at Warwick represent not a one-dimensional perspective to CI but rather the first step of an evolving CI programme. Originality/value -Application of the Melewar and Jenkins identity model in the context of a higher education sector.

Social media interaction, the university brand and recruitment performance

“…The recent attempt to rebrand Kings College, London demonstrates the controversy and opposition that still surrounds these types of activities (Dearden, 2014). Research details the similarities between HE and the operations of commercial business (Bunzel, 2007;Hemsley-Brown & Goonawardana, 2007;Melewar & Akel, 2005). As with commercial brand management, the development of a distinctive brand helps to create a sustainable competitive advantage in the HE sector (Aaker, 2004;Hemsley-Brown & Goonawardana, 2007).…”

Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities?

“…There is a reasonable body of work concerning marketing in higher education (Brookes, 2003 ;Hemsley-Brown and Oplatka, 2006) that focuses on distinct areas of marketing planning (Maringe and Foskett, 2002), marketing communications (Klassen,2002), positioning and corporate identity (Gray, Fam and Llane,2003;Melewar and Akel, 2005) university selection requirements and student satisfaction (Beerli Palacio, Diaz.Meneses and Perez Perez, 2002;Veloutsou, Lewis and Paton, 2004) and, to some extent, the associated discipline of branding. The body of work in the academic literature concerning branding of higher education does seem to be limited, however (Hemsley-Brown and Oplatka, 2006;Waeraas and Solbakk, 2008) despite branding's rise up the strategic agenda for UK universities (Rolfe, 2003).Aspects of branding have been explored; the role of websites in university branding (Opoku, Abratt and Pitt 2006) the role of heritage (Bulotaite, 2003) the emergence of brand identities ( Lowrie, 2007), and harmonisation within brand architecture of universities (Hemsley-Brown and Goonawardana, 2007).…”

Role of stakeholders leading to development of higher education services

“…Stakeholders can be "all agents (representatives), who can influence or become influenced when implementing organisation's objectives" and" any individual or a group, which can influence or can be influenced when implementing organisation's objectives" (Pesqueux & Damak-Ayadi, 2012;Bourne & Walker, 2005;Mainardes, Alves & Raposo, 2012). Stakeholders acting in field of higher education are interested in the activities of HEIs and are most frequently divided into internal and external (Melewar & Akel, 2005), primary and secondary (Maric, 2013) or overt and latent (Jongbloed, Enders & Salerno, 2008;Garvare & Johansson, 2010;Mainardes, Alves & Raposo, 2013). Higher education stakeholders could also be categorised as commercial and non-commercial (Melewar & Akel, 2005).…”

“…Stakeholders acting in field of higher education are interested in the activities of HEIs and are most frequently divided into internal and external (Melewar & Akel, 2005), primary and secondary (Maric, 2013) or overt and latent (Jongbloed, Enders & Salerno, 2008;Garvare & Johansson, 2010;Mainardes, Alves & Raposo, 2013). Higher education stakeholders could also be categorised as commercial and non-commercial (Melewar & Akel, 2005).…”