Purpose – Through examination of a case study this paper aims to describe a brand re-positioningexercise and explore how an emotionally driven approach to branding can help create meaningfulconnections with potential undergraduate students and can positively influence choice.Design/methodology/approach – The paper’s approach is a case study description withquantitative analysis in support.Findings – The use of an emotionally driven branding concept has positively impacted businessdevelopment and brand likeability within a UK university.Research limitations/implications – The paper is specific to one case study and evaluation ofsuccess remains relatively early. Initial implications relate to the potential use of emotion in highereducation marketing communications and how the use of emotion acted as an enabler of more rationaldecision-making processes within the case university context.Originality/value – An exploration of issues related to the marketing of higher education services isof great importance at this time. The case study described offers value and learning for readers of thejournal from both a theoretical and practical perspective.Keywords Marketing, Branding, Advertising, Higher education, Emotion, Decision making, Students,United KingdomPaper type Case study
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Mark Durkin can be contacted at: firstname.lastname@example.org