Branding Options for Distance Learning Programs: Managing the Effect on University Image
Abstract
Although university goals for adding distance learning programs vary, decisions about development and marketing of the programs can have an impact on traditional on campus programs and influence overall perceptions of the university. As universities develop distance programs, it is important that (a) there is a clear understanding of the university’s brand image and the elements contributing to that image; (b) the university ensures that the distance program maintains/improves the image of the university; or (c) the university makes a decision to develop a separate identity/brand for the distance program that will stand on its own merit and not harm the university’s image if it malfunctions or fails. This paper explores issues relating to the application of branding strategies to distance learning programs.
