Is Old Gold? How Heritage “Sells” the University to Prospective Students: The Impact of a Measure of Brand Heritage on Attitudes toward the University

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.
Rose, Rose and Merchant

MANAGEMENT SLANT

  • The heritage of a university (its stature from its history of sustained success and traditions; its symbols, and its sports legacy) can positively impact attitudes toward the university when used in advertising and branding.
  • Students respond more favorably to advertising which features the university’s heritage than advertising which does not.
  • Advertising which links and contextualizes a university’s past and present is most effective, particularly among parents, and increases intention to apply.

INTRODUCTION

Mike is the first in his family to graduate from college and has been successful in his career. He paid less than...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands