On the evening of Monday, 28th January, 20 postgraduate students on the MSc in Corporate Brand Management boarded the celebrated Caledonian Sleeper service from London’s Euston Station to Fort William. This is ‘the best overnight sleeper journey in the world according’, according to Lonely Planet.
The journey was part of their “live” case study assignment of the Caledonian Sleeper corporate brand, for their elective module on corporate brand consultancy and management. In selecting this iconic train brand for the assignment, Professor Balmer noted:
“The Caledonian Sleeper brand is a perfect case for our postgraduates in that whilst the corporate brand is small in scope it enjoys a global iconic heritage status. Moreover, at a time when most countries are ending their sleeper services, this brand is being reinvigorated with a 150 million pound investment which will see the introduction of new, state of the art, en-suite sleeper carriages which will come into service later on this year. We will be traveling on the 40 year old sleeper carriages before they are withdrawn in order to assess the problems and opportunities faced by the brand during a period of considerable change. The project is very much a dual collaboration between Dr Alwi and Professor Balmer, with Dr Alwi taking care of the logistics for the field visit.”
Brunel University’s Business School’s MSc in Corporate Brand Management was the first of its kind in the world. Launched in 2007, this is the first time a field visit spanning several days was been organised. Students on this year’s course come from the Far East, India, South America, Continental Europe and the UK.