The brand identity of the University of Malta : assessment and development

Abstract

Purpose: The objective of this research project is to assess the University of Malta's (UM) brand identity from multiple perspectives through various comparisons with foreign academic institutions. Such evaluations together with recommendations for development can provide insights into potential opportunities for improved marketing positioning. Design: Semi-structured interviews were conducted with 40 members of UM's academic staff. The quantitative component of the research instrument is primarily based on Bosch, Venter, Han, & Boshoff's (2006) tool which assessed brand identity attributes of a South African university. Recommendations for identity development were provided during the qualitative element of the interview. Findings: Despite the high levels of brand harmonisation practised internationally, participants would not opt for similar levels of consistency for UM. Stronger departmental association may be related to this outlook. Regardless of the chosen brand architecture, support for branding activities should increase. An identity shift towards research would be preferred even though an associated reformed research infrastructure is necessary. Numerous identity and image attributes should improve to achieve comparability with foreign institutions. Governmental collaboration seems to be the only brand identity attribute where UM performs significantly better. A small university brand can feasibly excel in establishing a communal environment which promotes interdisciplinary endeavours. Conclusion: UM needs to develop a constant dialogue between central administration and its different academic entities to synergise branding efforts and project a coherent brand identity which however allows these entities to express themselves. Nevertheless, the institution should also aim to systematically review its core services to build a revamped and appealing identity, and alter incorrect brand perceptions about actual achievements. Efficient and effective communication channels would ensure that UM’s perceived brand image is equivalent to the newly-formed identity.