top of page
Building a brand for executive education by establishing brand associations with the Principality and the royal House of Liechtenstein.
University of Liechtenstein
The University of Liechtenstein is the only public full university in the Principality of Liechtenstein, a microstate in the Alps and a semi-constitutional monarchy headed by the Prince of Liechtenstein. It is an Alpine country, known for its mountains as well as strong financial sector which provides the country with one of the highest GDPs per person in the world.
The country's university only received the status of a full university in 2008. Yet, despite its relatively high publication output and great performance in research and teaching along with excellent study conditions, it had not yet been able to build a strong brand for executive education.
In workshops with the university's marketing department and leadership, and based on a profound competitor analysis we established the university's USPs and positioning, and the target audience for executive programs.
As a major USP we identified the great reputation and uniqueness of the Principality itself and the close relation of the glamorous royal House of Liechtenstein with "their" university.
HSH Prince Michael of Liechtenstein speaking at the graduation ceremony of the University of Liechtenstein
Building on these insights we developed a concept for a brand in executive management education that strongly reflected the strong USPs. Part of the concept was the launch of a signature MBA program with international appeal, co-marketed with Liechtenstein Marketing, the marketing organization of Liechtenstein as business and tourist destination. A co-brand was created marketed with joint logos and through joint marketing campaigns.
A close integration of the House of Liechtenstein in the programs would further bring USPs alive and produce potent materials for online and offline advertising campaigns; e.g., through company visits to businesses owned by the royal family such as LGT bank, guest lectures by senior management royal family members, events at the royal vineyard, etc.
people and partners involved:
Christian Schimmelpfennig, Project Lead
Directorate, University of Liechtenstein
Marketing department, University of Liechtenstein
Project Management, Liechtenstein Marketing
Web Design, Kombinat Media Gestalter GmbH
˄
click here
and see more details of the project
bottom of page