Attributes of successful university brands in the USA

Abstract

Increasing adoption of modern marketing techniques by colleges and universities coupled with challenging economics has created significant competition in higher education. Institutions that avail themselves of current research and best practices in regard to brand management will be in the best position to succeed. This paper looks at factors that can help create a successful university brand. The use of a consumer-driven revealed preference ranking metric provides a testable method for location and brand experience attributes. The results provide support for particular attributes of a successful university brand. This analysis extends the understanding of university brands and develops a greater understanding of successful university brand components, particularly within the USA. Implications for future research and suggestions for practitioners are discussed.