Rural School Leaders' Perception of Digital Branding: A Case Study

John Fanning, Tennessee State University


Branding is a tool that has been used in the business world as part of the marketing process, but the marketing tool of branding has only entered the K-12 education field in recent years. As a result of the increase in use of technology, social media tools including Facebook, Twitter, and Instagram have become marketing standards in the business field; however, school districts are currently utilizing these tools as a marketing approach to brand their schools. This qualitative case study examined school leaders’ perceptions of the use of branding within two rural mid-south school districts. The research provides examples of what branding looks like in a rural mid-south school district, the roles of school leaders in the branding process, the school leaders’ beliefs about branding, and what the school leaders believe to be some of the benefits and challenges of the branding process.

Subject Area

Educational leadership|Educational administration|Web Studies|Marketing

Recommended Citation

John Fanning, "Rural School Leaders' Perception of Digital Branding: A Case Study" (2020). ETD Collection for Tennessee State University. Paper AAI27832665.