Branding
From ElateWiki
The increasing competition for online learning has meant that the creation of a brand for a particular online degree program, certificate program, college, department, or online course has become more important. Branding differentiates the quality of online learning in a global environment.
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The Basic Concepts behind Branding
A brand evolves from the unique aspects of a program—its signature. Some suggest that a brand evolves from a process of self-awareness for organizations, and the brand is embodied by every aspect of the program (Ackerman, 2000). The customer service, the product lines, the ways staff members are treated, and the design processes for products, are all potential elements of a brand. Every experience and interaction of an online learner with an institution of higher education feeds that brand. The entire learner experience is branded.
An education brand is often collaboratively arrived at, and it also serves as a high watermark where the organization should aim. It is often based on high ideals.
A brand may also be built around a personality, such as a professor who is a main researcher in the particular domain field. A university may extend its brand to various programs of learning although brand “dilution” may occur with a broad use of the university brand for all its endeavors.
Some Elements of a Brand
Brand elements may involve logos, slogans, trade characters (imaginary characters used in public messages and advertising), catchphrases, looks-and-feels (designs), and public communications that convey central facets of the organization. These elements may be used in various combinations. These elements are aligned around central ideas or a central idea conveyed via the brand. These convey to the clients the various associations linked to the particular learning experience, program, and learning contents.
Brands are used to market a program. Marketing refers to business endeavors designed to bring together clients and sellers, or in this case, learners and institutions of higher education. Brands are also used to advertise and sell particular educational courses and services. Advertising may occur using a variety of online and off-line mediums of communications, broadcast media, print media, websites, social networking sites, and others. They may also be used in public relations. They may be used to build client or customer loyalty.
The Registration of Trademarks, Logos, and other Brand Elements
Brands are often registered with the country’s patenting and trademark office. (In the US, that would be the US Patent and Trademark Office or the “USPTO”.) This government site has a strong web interface with access to their database of registered trademarks, and other relevant information. http://www.uspto.gov/
See Also
“Brand” Definition: http://en.wikipedia.org/wiki/Brand
Laura Lake’s “What is Branding and How Important is it to Your Marketing Strategy?”: http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
References
Ackerman. L.D. (2000). Identity is destiny: Leadership and the roots of value creation. San Francisco: Berrett-Koehler Publishers, Inc.