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Academic Branding in Saudi Arabia by Mind Map: Academic
in Saudi
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Academic Branding in Saudi Arabia


Key Difference of Saudi Higher Education Institutions

Most of the Saudi universities are public & free.

List of universities



However, universities should think and function in a business model

Their brand will influence the amount of endowment they secure



It is a promise that you make and strive to keep, It has a value that, Students would pay to attend it, Donors will pay money to support it, Faculty and staff will strive to spend their career in it, Characteristics of Brand Promise, Singular: you cannot promise more than one thing, Often very personal and emotional, Focus on specific people, specific thing, or specific geography, or all three, Generates enthusiasm among internal stakeholders, Competitive, distinctive, price-worthy, Relevant, Timely, Creates a university-wide commitment to its fulfillment, Allows the university to deliver value to the market

It is the juncture of what you want to do and what your audience want you to do, Alignment, Commitment, Focus, Organizational inertia


Difference between branding and marketing: branding captures the hearts of students, donors, faculty and staff. Marketing captures the hearts of outsiders

Key Principles


The university offers something special and different than the rest of the universities


Integrating all university communications towards enforcing the differentiators

Name Recognition



What should be done?


Understand consumers' needs and perceptions

What differentiate this university from others?

Integrated Marketing

Brand should drive marketing strategies

Fluid integration & coordination of marketing efforts between departments and colleges

Differences between Brand Marketing and Direct Marketing, Brand marketing leads to emtional response - change in attitude and percetion, Direct marketing leads to physical response - measurabe action or behavior

Positioning Statement

Common directions to all university marketers on how the university should be promoted and marketed

Everyone should be on the same wavelength

Describes wat makes the university unique (differentiators)

Can't be everything to everyone, Instead, being something special for small number of people who are keenly interested in your special promise

Should establish a promise and live the brand, Special service, Special academic achievement

Developed by students, faculty and staff

Positioning statement is narrower than mission statement

Documented Brand Strategy

Students, Faculty & Staff

Consumers perceptions

Two key components, Awareness, Relevance

Life Cycle of Brand Strategy, Make a promise of value, Communicate the promise, Live the promise, Strengthen the promise

Strategic Brand Audit

Evaluation of university's core values and needs and expectations of internal stakeholders

Evaluation of external stakeholders' needs and expectations

Market analysis and review of competitors

Integrated Marketing Communication Channels

Recruitment publications


Fundraising materials

Rector's speeches

Press releases


Two Schools: Brand Management vs Brand Leadership

Brand Management

Focuses on short term

Promotion is the primary tool

Tactical & Reactive



Interested in brand image

How many media column inches

Brand Leadership

Long term

Leadership belief that branding will result in competitve advantage for the university




Interested in brand equity, Definition, Lance Leuthesser “brand equity represents the value (to a customer) of a product (or service) above that which would result for an otherwise identical product without the brand’s name. In other words, brand equity represents the amount of value which a brand’s name alone contributes to the offering (again, from the perspective of the customer).”, Synonymous, Presitge factor, Reputational capital

How many collaborations and sponsorships

Stamats Brand Report Card

1. The president, senior administrators and faculty understand and agree on the role and function of branding at the institution

2. The institution demonstrates its commitment to building brand equity with a sufficient allocatino of time, talent and dollars

3. The most important target audiences and competitors have been clearly identified

4. Your most import external audiences find your brand promise relevant and demonstrate their commitment to your brand promise

5. Internal stakeholders understand and care about the brand promise

6. You consistently deliver on your brand promise

7. Your price is competitive and consistent with public perception of what people think you are worth. People believe you are a good value.

8. Your brand promise properly positions you for the future

9. Your brand image is consistent and distinctive and supports messages that are relevant, remembered and repeated

10. You consistently measure whether or not you are increasing brand equity

Implications of Branding

University should live up to its brand

The brand has the power to change the behavior of internal stakeholders (students, faculty, staff, alumni)