Exploring the brand promise in a university context

The increasing marketisation and globalisation of higher education is well documented. As higher education systems have expanded, putting pressure on the public purse, the need for universities to develop new income streams has become more acute. International competition for funding and students has also intensified. Against this background, the drive for distinctiveness and clear market positioning has fuelled interest in the use of brand strategies. This study examines the concept of ‘brand promises’ in UK universities, and poses the question: “To what extent can the manifestations of the ‘brand promise’ be identified and categorised, to determine its potential for application within a university context?” The investigation seeks to determine what is meant when the term brand promise is used. It offers insight into the composition of brand promises, and establishes how university brand promises can be – and have been - identified and categorised