As a London based international branding agency with a wealth of experience in education, the UK University sector is something close to our hearts at Walker Lorenz. Since the global pandemic we have been witnessing a sea change in the expectations of university consumers as they weigh up the ‘worth’ of a university education in a rapidly changing global economic and geo-political landscape.
UK universities have long been recognised globally for academic excellence, innovation, and research. Institutions like Oxford, Cambridge, and Imperial College London are household names, while dozens of other universities offer world-class education. However, in 2025, the branding landscape for UK higher education is shifting dramatically, and not always in favourable ways. A combination of political, economic, and social pressures is forcing universities to reconsider how they present themselves — not only to students, but to society at large.
Here we share are five key brand challenges we believe UK universities need to squarely address to successfully position their brands to a new generation of student consumers.
1. Tuition Fees and Value Perception
With annual tuition fees of up to £9,250 for domestic students and far higher for international students, there is increasing scrutiny over the "value for money" offered by UK degrees. Students are asking tough questions: Does a university degree guarantee a good job? Is it worth the debt? This consumer mindset, coupled with rising living costs and a challenging job market, is reshaping how prospective students view higher education. For many universities, the challenge lies in articulating a clear value proposition that goes beyond rankings — one that resonates with students and parents alike.
2. The International Student Conundrum
International students are vital to the financial stability of many UK universities. However, shifting government immigration policies and increasingly hostile rhetoric around student visas are making the UK less attractive. The recent tightening of visa rules — especially for dependents of international students — has already had a chilling effect. Universities are caught in a branding paradox: they must appear globally welcoming while navigating a national political climate that often signals the opposite. This undermines trust and makes it harder for universities to maintain a consistent brand identity overseas.
3. Digital Transformation and Online Identity
In a post-pandemic world, a university’s digital experience is as important as its physical one. Prospective students now engage with universities primarily through online channels—websites, social media, virtual open days. As digital natives, they expect seamless digital experiences and personalised support. Yet many institutions still struggle with outdated digital platforms and uninspired content. Brand messaging that feels generic or corporate can fail to resonate emotionally, especially with younger, digitally native audiences.
4. The Rise of Alternative Education Pathways
The growth of apprenticeships, online learning platforms, and employer-led training schemes presents a real challenge to traditional universities. For many young people, these alternatives offer faster, cheaper, and more targeted routes to employment. Universities need to brand themselves not just as places of learning, but as adaptive, future-focused institutions that equip students with real-world skills.
5. Brand Differentiation in a Crowded Market
With over 160 higher education institutions in the UK, the competition for student attention is fierce. Beyond elite universities, many institutions struggle to stand out in a crowded field. The result is an overreliance on rankings and vague marketing slogans that fail to communicate unique strengths. In a digital-first era, a university's brand needs to be authentic, distinct, and rooted in genuine student experiences — not just glossy prospectuses or marketing spin.
In summary…
In 2025, UK universities must do more than rely on their reputations. They must actively redefine their brands to reflect changing societal expectations, political pressures, and global competition. The winners will be those institutions that are transparent, adaptable, and bold enough to reinvent what it means to be a university in the 21st century.
Tony Lorenz
Strategy and Planning Director