“Brand Management in Marketing for Higher Educa-
tion: The University Brand Personality Scale”
The following is a report explaining the study of Brand Management in Market-
ing of Higher Education through the University Brand Personality Scale, conducted by
Philipp Rauschnabel in 2016. This will be done throughout three different parts; the
first one committed to the definition of Brand Personality and an introduction to Aaker’s
underlying dimensions. Next, we will show the importance of branding techniques,
more specifically brand personality in Higher Education as well as how Rauschnabel
tackles the perception gap. Finally, we will discuss each dimension of the University
Brand Personality Scale and then evaluate how Rennes School of Business would
rate.
Firstly, Brand personality is the set of human characteristics that are attributed
to a given brand. A Brand Personality is something to which the consumer can relate
as effective brand increases its brand equity by having a consistent set of traits that
