A study of how successful university brands were perceived found that whilst most UK universities could be considered distinct, few were seen to have fully-formed brands. The institutions identified as having ‘successful’ brands were those considered to have a clear vision and purpose in place for some time. However, the societal shifts accelerated by COVID-19 have been a catalyst for change within the higher education marketplace, signalling that brand reappraisal could be beneficial to all institutions to ensure their continued relevance.
Many brands have already taken steps to realign their identity to be relevant in a post-pandemic world. News columns have been filled with articles on Facebook’s rebranding as Meta, to embody the company’s strategic vision of a virtual world. Hermes have also transitioned to Evri, investing significantly into their structure to draw a line under their reputation of poor customer service. These announcements provide a nudge to all business leaders, including those within higher education, to examine branding trends and ensure they are best placed to deliver amidst evolving conditions, social norms and consumer attitudes.
