Summary
References
INTRODCUTION: Definitions of Branding
In this era of competition, it has become necessary that organizations adopt a strategy to place
itself appropriately. Branding has become a very important aspect of any organization’s
management strategy.
The historical meaning of the word “brand” is “burn”. This word comes from an Old Norse
Germanic root for “mark made by hot iron”(Healy 2008,). It means something being burnt in
something, for example customers minds.
Brand is the sum of all the sensory experiences every person or organization has had in any
aspect of facing the brand. (Hammonds 2008).
Brand is also the image and all the perceptions of the product or service which a company is
providing (Persuasive Brands, 2013)
INTRODCUTION: Definitions of Branding
It is also what people immediately think and perceive when your school
comes to mind.
ELEMENTS OF SCHOOL BRANDING
School Name: Full or partial name that the school is best known for.
Mascot or Logo: Visual representation of the school that identifies and projects the school’s
Moto/Catch phrase/Tagline: A simple but interesting statement that when said identifies your
school. It must project the core values of the institution. It promotes school spirit and pride
ELEMENTS OF SCHOOL BRANDING Cont’d
4. Easy assistance. Good relationship with partners such as NGO’s, Traditional and
religious leaders, opinion leaders, etc. who readily come to your aid in times of
challenges.
Business cards. Faculty members and other staff should have business cards featuring school’s
Letter head. Communication being sent on professionally designed and printed letter head.
Electronic media platforms. Linking up with the world through social media platforms such as
Facebook, Twitter, Instagram, etc and having an active email and website.
Catalogue. Creating an online catalogue platform to exhibit school’s achievement and also
Calendars. Creating a customized school calendar to get your school brands well displayed.
It could be given out to parents, teachers, other staff, institutions and individuals of interest.
For revenue generation purposes, the calendars could be sold out to parents and alumni.
Banners. Banners placed at vantage points throughout the community could strongly
communicate the school’s mission. It could also be used to address pertinent societal issues
Memo pad. Giving customized memo pads to staff and students for jotting of
notes. Diaries could also be customized and sold or given out to alumni, parents
and other individuals.
Rageviciusa, D. (2014). Branding Elements: A Study of the Largest Latvian Companies. Thesis
submitted to Jamk University of Applied Scinces
van Eck, M., Willems, N. & Leenhouts, E. (2009). Stages of Internal Branding. European Institute for
Brand Management.
Yushchuk, P. & Dzyaba, Y. (2012). Importance of Slogan for Branding. Retrieved from
http://ir.nmu.org.ua/simplesearch?query=THE+IMPORTANCE+OF+SLOGAN+FOR+BRANDING
&submit=%D0%9D% D0%B0%D0%B9%D1%82%D0%B8
REFERNCES cont’d
Aaker, D. A. (2004). Leveraging the Corporate Brand. California Management Review, 46,
3, 6-18
Hatch, M. J. & Schultz, M. (2001). Are the Strategic Stars Aligned for your Corporate
Brand? Harvard Business Review, 79, 128-134
Uggla, H. (2006). The Corporate Brand Association Base: A Conceptual Model for the
Creation of Inclusive Brand Architecture. European Journal of Marketing, 40,7, 785-802