To review how a school's vision creates its brand identity

  • Jonathan Baber

Student thesis: Doctoral ThesisDoctor of Education (EdD)


A consequence of the 2005 Government White Paper on Education was the apparent continuation of the marketisation of education in England. As a result, it would appear that the need for schools to be able to market themselves within this culture was becoming more and more important. One of the key elements of an effective marketing strategy is the notion of ‘brand’. Consequently, this study explores the concept of brand within the environment of Primary education in the UK. In particular, it investigates the importance of an effective vision for generating a notion of brand within the school and the effects that this manifests. The research is conducted by using an Action Research methodology in which the researcher also assumed the role of consultant. This presented many potentially conflicting situations particularly with a view to maintaining validity and reliability. It was done by carrying out a sixteen month investigation into brand development within a primary school in the south-east of England. The results were obtained by a combination of ongoing data collection, questionnaire responses from school staff and interviews with a representative group of school staff. The focus of the research was potentially vast but was narrowed to an investigation of the relationship between vision and brand, the main component aspects of embedding a brand and an investigation into the effects of this on school staff. As a result, a model was developed to summarise the findings and present a potential methodology for subsequent research and development. The main findings were that a focus on brand development within the school, through the promotion and development of an effective vision, led to a greater sense of unity within the school staff, greater levels of staff engagement and motivation and a more positive atmosphere within the school.
Date of Award1 Apr 2008
Original languageEnglish
Awarding Institution
  • University of Bath
SupervisorYolande Muschamp (Supervisor)


  • primary schools
  • marketing
  • brand
  • culture

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