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Case Study: The Columbus State Community College

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The Columbus State Community College offers a large brand portfolio. It currently manages over 80 majors in the degree of the Associate of Applied Sciences. In addition, the school has expanded in such a way that not only provides associate degrees, but also short-term training opportunities and continued learning which makes the dissemination of its brand hierarchy model a bit complex. As defined in the book Pearson Custom Business Resources, “the highest level of the hierarchy technically always consists of one brand, the corporate or company brand (Pearson Custom Business Resources, MKTG 1020, p. 278)”, and this would be the CSCC institution as a whole at the top of the hierarchy tree. Following this hierarchy level, the college is organized into different family brands which professor Keller also calls range brand or umbrella brands (Pearson Custom Business Resources, MKTG 1020, p. 278) which can be identified as all the majors that the college has to offer, for example, Accounting, …show more content…
“The main advantage of creating individual brands is that we can customize the brand and all its supporting marketing activity to meet the needs of a specific customer group”. One way that these departments have been customized is by displaying the department name underneath the official Columbus State logo. In addition, this branding strategy helps create brand recognition and focus on a certain group of

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