The University of Phoenix: A Study in High Ed Branding
“One paradox facing the UPX brand is the school’s business model. While most universities increase value by limiting admissions (creating scarcity), UPX’s maximum velocity recruitment model, while great for profitability, may not be so great for brand strength. Such efforts can dilute the brand heavily. In 2007 UPX reportedly spent more for online ads in the US than any single advertiser, a statistic that any regular web surfer does not doubt. For an online university promising a convenient education, it is this consistent banner ad bombardment—this insistency—that probably does the most to undermine the perceived quality of that brand of education. The utilitarianism of the UPX model creates a weak alumni base. After all, how many University of Phoenix decals adorn the back windows of cars?…” Brandchannel
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