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Strategic Brand Positioning In A Modern Academia

Table 1:

University Key elements of brand positioning statement Focus
University at Buffalo “Amplifies ambition for students, faculty, staff and the community, offering vast possibilities for achievement in a diverse, supportive and creative environment” Position by attribute(the environment conducive to learning, teaching and research)
Bentley University “Preparing the next generation of smart, nimble leaders” Competitivepositioning (unique career opportunities)
Northern Arizona University “Offers exceptional opportunity” Competitivepositioning (unique opportunities)
The University of Maryland’s Robert H. Smith School of Business “For hard-working, driven, problem-solving students fosters opportunities for experiential learning and rigorous academics that launch extraordinary careers” - Competitivepositioning (unique career opportunities)- Position by productcategory (experiential learning)
Montclair State University “Provides the ideal combination of a suburban campus environment with the advantages of New York City – giving talented and ambitious students access to excellent academic programs and professional and cultural opportunities in one of the world’s most dynamic metropolitan areas” - Position by productcategory (excellent programs and professional/cultural opportunities)- Position by attribute(combination of a suburban campus environment with the advantages of a big city)
Clarion University “Consistently provides relevant programs and practice-based learning experiences to fulfil the ever-changing needs of its students, its community and the 21st-century workforce” Position by product category (relevant programs and practice-based learning experiences)
University of Denver “Is a catalyst for purposeful lives” Competitive positioning (unique career opportunities)
New Jersey City University “The what is important. But it’s the why that guides what we do. Here’s our why” Position by attribute(emphasis on expertise)
University of Michigan “Prestige for the public good: academic excellence, global engagement, strong school spirit, focus on diversity and social equity” Position by quality/price (emphasis on prestige)
University of Memphis “Driven by Doing” Position by attribute(emphasis on expertise)
University of Wisconsin–Madison “We are Boundless Together” Position by attribute(emphasis on expertise)
University of Glasgow “World Changing Glasgow” - Position by attribute(emphasis on expertise)- Position by quality/price (emphasis on prestige)
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