Thursday, 15 February 2018

HE Explained: Reputational risk

In a number of industries, Brand and Reputation are paramount.

These industries are mostly consumer-facing ones - retailers, for example.  Not that image is everything, however, low prices can beat brand image at certain times in the economic cycle.


This issues of Brand, Trust and Reputation are even more acute when the industry provides intangible services such as banking.

Banks suffer from being hated by many.  They are a "necessary evil" or, in marketing terms a "distress purchase" - nobody wants a loan, they want the yacht, sports car, holiday or house that a loan can make possible.  The cost of the loan is a focus in a competitive market but it is the benefits that it brings that the borrower really wants.

In Higher Education, we ask, what features of our Universities really make the "brand"?

  • Ivy covered walls?
  • Extensive sports facilities?
  • Prominent graduates (not necessarily the bulk of successful hard-working ones)?
  • Eye-catching logos?
  • Awards and League Table Positions?
OR is it
  • The teaching?
  • The student experience?
  • The relevance?
  • The "care"?
....and, exactly who is the audience?  what market is University BRAND directed at?

No comments:

Post a Comment