Marketing Kent State University
Marketing research for years has indicated that institutional focus and consistency are essential requirements to building brand equity. While terms such as "brand," "branding" or "brand equity" are relatively new in higher education, the process of promoting Kent State’s institutional identity must include attention to brand equity.
In lay terms, a brand is … "actually intellectual property: The totality of the thoughts, feelings, associations and expectations a prospect or customer experiences when exposed to a company’s name, trademark, products or to any design or symbol representing them" (Lindsay, Stone & Briggs Advertising Inc. in Branding For A Brave New World).
To uphold and enhance the Kent State Brand, the university must develop and promote a consistent message which articulates and promotes Kent State’s distinct institutional identity. To do so requires Kent State to engage in a branding process that honors the past but moves the institution forward. Focus and consistency in our visual identity and messages and our service to our constituencies are imperatives.