Reflections on a rebrand: From a campus divided to a unified university

Strategic brand management has never been more important in higher education than it is today. Branding is, however, particularly challenging in the context of a typical university campus. Limited budgets, relatively low understanding and appreciation for marketing and the prevalence of disparate sub-brands, all create a difficult environment in which to establish centralised branding processes and strong institutional brands. This paper provides reflections on a university rebrand that moved a university from being a divided campus to a unified one. The paper addresses the story of this rebrand, processes followed and impactful outcomes achieved as a result. The paper concludes with lessons learned and implications that may benefit other higher education marketers in the future.