Building a Brand in Virtual Learning Spaces

Abstract

This article employs a case study approach to explore the notion of connectedness between doctoral learners at a Midwestern distance learning university and other learners, faculty, their schools within the university, and the university itself in terms of brand identity and management. Although more than one-third of the learners felt no connection to their university and thus no brand association, this case study suggests that there is room for improvement at all levels of connectedness to the academic environment. This includes developing management practices that reinforce uniqueness and foster consistent images of the institution as credible, reliable, and responsive.