Positioning and Branding the University for International Recruitment

This article discusses two related topics. How to position and brand a university? How does a brand support student recruitment in the international market? In the first part of the chapter the relevance and the methodology of branding and positioning are discussed. A strong focus on university communications and on the systematic application of the brand in the house style is advocated as an iron rule. Branding helps strengthen the university’s reputation and creates trust. Both are essential elements in a student recruitment strategy. But how does this work when activating the brand in various markets and in different contexts? In the second part of this chapter some insights are shared on how to activate and build a brand, with particular reference to student recruitment. How does the brand support the decision making process of a prospective student? What are the role and function of brand managers? Which aspects of the brand should be highlighted in a specific market and which elements need to be modified? In the last part of this chapter some ideas will be shared on how to build a university’s reputation in a specific market or country, without the brand losing its intrinsic quality and identity. In conclusion, it is stated that if a university is not prepared to go the full length when entering a new market, it is better to decide not to target that market at all. A very old saying puts this perfectly: “A reputation goes by horse and returns – if ever – on foot!”