Brand Building

Running Head: Brand Building

Brand Building

Karvel Davis

University of Phoenix

MKT/544

Chrisann Merriman

November 28, 2011

The University of Phoenix has put considerable emphasis on brand building. The University of Phoenix has and will continue to be an innovator in their field when it comes to their product and how it is marketed. Their process entails providing the best student experience possible; this experience is then shared by word of mouth and an abundance of advertising across technological platforms.

“At University of Phoenix, our brand is a powerful force. It is known by hundreds of thousands of students, faculty, alumni and employers. Paramount to the success of the brand is creating an experience that proves we are evolving as an organization to meet the demands of the 21st century workplace” (Phoenix.edu).

Providing an experience that is second to none distinguishes the University of Phoenix from competitors. The University of Phoenix has an approach to reaching students that is as innovative as their methods of teaching students. What place more fitting to reach a potential online student than the internet? The University of Phoenix has an extensive web presence stemming from an emphasis on reaching students who are searching online for degree programs. The University of Phoenix owns its own online advertising company to facilitate its online advertising. The University of Phoenix will almost always be present when a search for online school is made, not only because of its size but because of the efforts dedicated to online advertising. Additionally, The University of Phoenix has used other avenues to establish its presence online.

By being the first in their category to create a sponsored channel on YouTube, University of Phoenix Online automatically falls at the top of any search on YouTube for online schools—even if a user searches for a competitor. Using compelling, emotionally charged content,...