Re-Branding Academic Libraries in an Experience Culture

With the advent of the “experience culture,” academic libraries are forced to reassess their traditional service models and client relations. This paper explores and discusses the concept of organizational branding and its implications for libraries. Furthermore, this paper highlights the research aims, objectives, methodological considerations and significance of the ongoing library branding research in Kansas. Preliminary findings appear to indicate that customers’ library experiences are not solely dependent merely on library products and services, but on many other experiential factors that help shape the totality of library experience. This research will shed light on how libraries are currently perceived and will provide thoughts on how brand strategy could be used for retaining and attracting library customers on campus as the primary source of information, and for re-establishing its relevance to student development and campus life.