Description: Richard Rutter Ph.D. is a Strategic Brand Management researcher and teaching fellow at the University of East Anglia, specialising in Digital Brand Management and Brand Communication Consistency. He also undertakes Web Development, Search Engine Optimisation and Social Media projects for a select number of clients.
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This paper was in response to a call for exploratory research into the marketing communications of higher education institutions. The universities prospectuses were analysed through a brand personality lens. The initial research objectives and data collection and analysis was carried out by myself and Fiona Lettice , and John Nadeau was invited as a co-author to help interpret the findings.
Rutter, R. Lettice, F & Nadeau J (2016) Brand Personality in Higher Education: Anthropomorphized University Marketing Communications. Journal of Marketing for Higher Education . Download PDF