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Tricia King — Pro-Vice-Master for Student Experience, Director of External Relations
Birkbeck, University of London — London
United Kingdom
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Matching Gifts
The Real U: Building Brands That Resonate with Students, Faculty, Staff, and DonorsSoftcover
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Available February 2010
Your institution has a brand story, and that story should be believable and compelling. But what if your school’s brand isn’t strong, focused and valued? Does it matter? Can that be changed?
Yes, and yes, answers Robert M. Moore, in The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors. The book presents the theory and application of branding principles in a higher education context and incorporates case studies from colleges and universities. Sidebars—from marketing and communications professionals in academe, corporate and consumer branding experts, marketing professors—provide additional perspective.
“A well-managed brand combines brand messaging and lived reality that, handled correctly, becomes powerfully defining for the individual, the group, and the institution,” Moore writes in the introduction. “Nowhere is this more true than in education, a field in which you make a promise—to students, their parents, the community—that you will deliver a certain kind of experience and that the experience will have lasting value.”
Publisher: CASE
Published: 2010
Format: Softcover
Item: 29702
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