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School branding
The term “School Brand”, similar to "brand" as it applies to traditional business applications, is any type of term, mark or insignia, which identifies one organization or product from another. These marks were intended to indicate an affiliation with a particular school, group, organization, trade, manufacturer, or maker.
== History ==
While “branding” has history as far back as 1100 BCE, in a period referred to as the Vedic Period, “School Branding” however is a relatively new concept. Many universities and colleges, now operate in a businesslike market where students are “customers” and other schools are competition. To successfully compete, a school must develop and market its own brand that differentiates it from the thousands of other schools vying for students and funding. Although most have marketing budgets, schools are still climbing the learning curve when relating to effective branding.
According to Branding Strategy Insider, school branding surfaced in the early 1800s when a few sororities and fraternities literally branded their pledges. Meanwhile, tobacco and patent medicine companies began branding their products as a way to identify them and build buyer loyalty. Brand identity also helped protect the customer by holding companies more accountable for product quality. By the mid-1800s, branding became central to business strategy as consumer companies such as Procter & Gamble began using it in their marketing.
Higher education waited over a century to follow the corporate world. According to University Business, schools adopted branding in the early 2000s, when they realized that higher learning had evolved into a marketplace of customers and providers. The rise of for-profit and online universities created more choices for students, and those newer schools were aggressively marketing in corporate style. Students were becoming more diverse, and schools could no longer take demographics for granted. At the same time, schools ranging from elementary to colleges and universities, had to compete harder for government funding and private endowments. To meet the challenges, universities invested in market research, logos and other marketing efforts that often cost hundreds of thousands of dollars.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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