Your institution has a brand story, and that story should be believable and compelling. But what if your school’s brand isn’t strong, focused and valued? Does it matter? Can that be changed? Yes, and yes, answers author Robert M. Moore.

This book presents the theory and application of branding principles in a higher education context and incorporates case studies from colleges and universities. Sidebars from marketing and communications professionals in academe, corporate and consumer branding experts, marketing professors provide additional perspective.

“A well-managed brand combines brand messaging and lived reality that, handled correctly, becomes powerfully defining for the individual, the group, and the institution,” Moore writes in the introduction. “Nowhere is this more true than in education, a field in which you make a promise—to students, their parents, the community—that you will deliver a certain kind of experience and that the experience will have lasting value.”

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About the Author
Robert M. Moore has more than 30 years of experience providing marketing communications counsel for nonprofit organizations. He is a frequent presenter at national conferences and a leading contributor to industry periodicals, including CURRENTS, Change, Advancing Philanthropy, and Trusteeship.

Moore holds a B.A. from the University of California, Santa Cruz; an M.A. from the University of Idaho; and a Ph.D. in English from the University of Illinois at Chicago.