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“A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging and price, its history, reputation, and the way it’s advertised. A brand is also defined by consumer’s impression of people who use it, as well as their own experience.” – David Ogilvy
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Thank you for taking the time to visit this Ashland University branding initiative site. Information about the initiative can be found here and will be updated as the project progresses. Your feedback, opinions and suggestions are welcome so please take this opportunity to share your thoughts on what you find here and on what Ashland University means to you.
See the results of the branding surveys conducted this summer.
Ashland University has many unique qualities. We are a strong academic institution with exceptional programs and offerings that bring value and enrichment to the lives of those who come through our doors.
Throughout the campus community it is clear that we each have beliefs about what Ashland stands for. While these are all valid and compelling beliefs, the core attributes that give us distinction may not be leveraged to their fullest potential. Although the university went through a branding initiative in 2009, it is apparent that the university has evolved and revisiting our brand position is necessary in 2012.
Under the authority of the university cabinet and with the assistance of Marsh Brand Partners, we have the opportunity to strengthen Ashland University’s position in the hearts and minds of our many audiences. With a cohesive brand identity we can effectively promote the university as an exceptional institution of higher learning.
The following questions will be the focus of this branding process:
- What does Ashland University want to stand for in the hearts and minds of its many audiences?
- What are the true points of difference of the Ashland experience and the Ashland education?
- How is the university currently perceived? What, if anything, would we like to change about these perceptions?
- What heritage elements complement the Ashland story? What are the elements that we cannot or should not change?
- How can we tell a complex story in a simple, memorable way?
Jan Bond
- Director of Communications and Marketing
jbond1@ashland.edu
