What Can Higher Ed Learn from the World’s Greatest Brands?

July 11, 2017  |  Pat McGovern


It’s basic economics folks. For the first time in history, higher education institutions – even the largest and most prestigious – are expected to find themselves on the wrong end of the supply and demand curve.

What is happening is real.

There are an increasing number of institutions and choices with which to compete, increasing per-student costs and a dramatic reduction in state funding. Add to that the decline in the number of high school students overall and the fact that these prospective students will be increasingly comprised of first generation and low income students of lesser means.

The economics and impact of supply and demand are not new to the business world. Some of the world’s greatest brands succeed within the most competitive and changing categories. So, what makes them succeed where others have failed? And, what can higher education brands learn from them?

Based on our secondary research findings that include a 10-year study of 50,000+ companies around the world demonstrate that the brands that significantly outperformed the market share one thing in common – they all identify with a core human value and promote high ideals. And, they consistently share these values both internally and externally through emotional connection with all their key brand stakeholders.

Can this same approach be utilized by higher education brands?

The answer is a resounding YES!

BVK has deeply explored and researched this phenomenon and we have turned this proven model into a proprietary process that has been successfully applied to university branding.

Through this exploration, BVK has created The Big Brand Theory, the next installment in our Thought Leadership Series presentations. Learn more about growing university enrollment, engagement, loyalty & advocacy through the strategic use of shared values & emotional connections.

Click download below to get this free executive summary.



Pat McGovern
is VP at BVK

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