Abstract
Purpose. The purpose of this Delphi study was to explore the views of experts in the field of nonprofit private colleges and universities in the United States to define branding and identify current barriers to branding, to discover how those barriers can be overcome, and to determine what barriers to branding are likely to occur 5 years in the future. Theoretical Framework. The theoretical frame for this study was based on organizational change. The theory served as the precept for understanding how to introduce lasting change within groups and organizations. Methodology. The Delphi technique was selected as the research approach to obtain data and consensus from a panel of experts using qualitative methods, and included 6 expert panelists from private and public, nonprofit higher education institutions and other higher education marketing consultants. They evaluated the importance and feasibility of key themes regarding branding barriers in colleges and universities. Findings and Conclusion. Research findings identified fundamental IHE branding barriers: varied and complex program offerings; faculty and other college leaders questioning branding's value; budget constraints; and lack of shared understanding on who constitutes clients. IHEs with a wide variety of programs at different degree levels add complexity to developing brand unification. Overcoming institutional brand barriers relies on 2 core strategies: educating key stakeholders and building strong leadership. Funding battles for marketing efforts will likely remain as long as schools face budget restrictions and a cultural mindset not fully embracing its significance. The findings conclude the absence of a common understanding as to who are the institution's clients or constituencies may undermine the brand. Recommendations. Purposeful and planned future budgeting for major rebranding exercises becomes essential and should be consistently practiced. Constant communication and building effective relationships by marketing leaders with all key university units can mitigate and even overcome an inherent institutional complexity. Continuous internal monitoring of the university's brand health and making adjustments to strategies and tactics as needed may lessen the cost once a brand campaign launches. Create and maintain a Campus Brand Awareness Committee representative of key college constituencies.