Workshop 17

Building the university brand and reputation to compete for students, resources and influence

  • Tuesday 24 Sept
  • Room 208, Level 2, Messukeskus Expo and Convention Centre
  • Level: intermediate
  • €199 (€299 for non-members)
  • Related Expert Communities Marketing and Recruitment

A strong brand and an excellent reputation are two of the most important elements of success in today's (and tomorrow's) competitive environment. This holds true whether our goal is to raise money, engage alumni or market our institution. Reputation is the foundation stone of a strong brand, and understanding the various components that make a strong brand constitutes the first step towards building one. But, developing a brand that is both distinctive and relevant remains an elusive achievement for many. This session looks at some common obstacles and gives participants the tools necessary for reputation-building and branding success. It promises to be fast paced, a little irreverent and an energising start to the conference.

Learning outcomes

• Understand the difference between an institution's brand and its reputation
• Learn what the components of a strong brand are, as well as how to measure your institutional brand and reputation
• Understand the challenges and obstacles that exist when building a reputation and brand, and learn strategies to overcome them


  • Marketing & recruitment
  • Leadership & strategy


  • Tom Hayes, 
    Xavier University, USA


  • David Roberts, 
    The Knowledge Partnership, United Kingdom