The document discusses emerging trends in university branding and lessons from the University of Limerick's branding journey. It summarizes that university branding has become increasingly important as higher education has become more market-driven. It describes how the University of Limerick has built its brand around being globally-focused yet rooted in its local culture and place. Key aspects of its brand included its natural environment, industry links, and "Home of Firsts" messaging. Lessons for other universities include determining core values, living them authentically, and consistently communicating the brand proposition.

1. Emerging trends in branding and packaging HEIs: Experiences from University of Limerick, lessons for UCC.
Emerging trends in branding and packaging higher
education institutions: experiences from University
of Limerick, lessons for University of Cape Coast
UCC 60th Anniversary International Symposium
19 October 2022
Professor Nigel Healey
Vice-President Global & Community Engagement

2. Overview
• What is a university ‘brand’?
• The increasing importance of branding:
• University branding; linking the brand to place
• University of Limerick’s branding journey
• Lessons for University of Cape Coast

3. What is a university brand?
• Brand communicates identity and values
• A logo symbolizes the brand, but organizations build their brand by telling their story
• Example: Fiji National University

4. The increasing importance of university branding
• Historically:
• Higher education seen as a “public good”
• Universities were part of the public / government sector
• Tuition was free or highly subsidized, number of university places rationed
• No role for university branding or marketing
• Marketing traditionally seen by universities as unnecessary and commercial
• Today:
• Universities partially or wholly privatized / marketized
• Compete for students: as tuition is increasingly full cost, need to persuade
potential students / scholarship bodies of the benefits of studying at university X
• Compete for faculty (and research/industry funding)
• Advent of the World University Rankings (2003-)
• Higher education now a globally contestable market

5. World University Rankings
• Academic Ranking of World Universities: 2003
• QS World University Rankings: 2005 (initially QS/THE)
• THE World University Rankings: 2010
• QS and THE both use surveys of academic reputation and employer reputation, as
well as indicators of research productivity and % international students/staff

6. University branding: linking the brand to place
• Universities have global ambitions, but they are not multinational corporations
• They are small and closely linked to their physical location
• This means universities’ branding has to leverage their location
• Examples:
• Queen Mary University of London
• Middlesex University London
• Said Business School, Oxford

7. University of Nottingham and the Trent Building

8. University of Limerick’s branding journey
• Founded 1972, as Ireland was joining the European Union
• Born global:
• Development generously funded by Irish-American philanthropists
• Ireland’s “American University” – residential campus, four-year degrees
• Erasmus student exchange at heart of curriculum since the beginning
• Strong focus on industry links
• Co-op / internships mandatory graduating requirement
• Programmes developed with employers
• Close industry research links / joint institutes
• Rooted in Irish culture:
• Irish World Academy of Music and Dance
• UL Sports: Gaelic Athletics, Munster Rugby

9. The University of Limerick campus

10. Limerick City’s brand as place

11. University of Limerick: grounded in the community

12. University of Limerick’s branding journey (1)
• “The new logo has been designed to show a bold, dynamic and future-facing University
while acknowledging the accomplishments that have underpinned the University’s strong
standing and reputation.
• The new logo is a balance between heritage and modernity, innovation and the natural
world. It draws from UL’s stunning natural environment while balancing that with the
modern, bold architecture that has been designed to spark creativity and collaboration.”

13. University of Limerick’s branding journey (2):
telling the story
• “The University of Limerick (UL), is located on the west coast of Ireland along the picturesque
River Shannon and enjoys an unspoiled natural environment blended with state-of-the-art
teaching and research facilities.
• UL was awarded prestigious 5-star rankings for graduate employability, innovation and
knowledge transfer, teaching, engagement, internationalisation and infrastructure by QS Stars
independent assessors.
• UL pioneered the concept of Cooperative Education in Ireland, placing more than 2,000
students in paid and semi-paid work placements annually - 30% of these as international
placements./
• With strong links to business and industry, UL excels at translational research which aims to
accelerate the practical application of academic research to benefit society.
• Known as ‘Ireland’s Sporting Campus’, UL boasts Ireland’s first altitude training centre, an
Olympic-sized swimming pool and the National Strength and Conditioning Centre.
• Cafes, restaurants, student and faculty accommodation options and a range of on-campus
facilities provide an outstanding student experience and a stimulating working environment.”
Source: https://www.ul.ie/about-ul

14. University of Limerick: “Home of Firsts” messaging

15. Lessons for University of Cape Coast
• Building a brand involves working out who you are and what you want to be
• The brand must embrace vision and ambition, but be authentic and recognizable to
stakeholders
• Having determined the core brand values, the university must live them and
communicate them consistently to stakeholders to create brand awareness
• Branding is not a logo – the logo only has value when there is a strong brand
proposition to communicate through the logo