BrandingPaperback, 14 May 2012

Revision with unchanged content. With limited advertising and marketing budgets and an over communicated world, finding a niche or a unique differentiator for a university has be-come crucial. This statement will be supported by the research from Jack Trout and Al Ries in their many books on "Positioning". In addition, some journal ar-ti-cles and textbooks by Phil Kotler, D. Akers, and others support the need for differen-tiating your product or service. Finally, some research on the limited and decreasing state funding going to universities, administrators are finding ways to become more efficient and effective; sometimes by stream-lining their program offerings etc.