REBRANDING LIBRARIES: A MARKETING STRATEGY FOR INCREASED USER PATRONAGE OF UNIVERSITY LIBRARIES IN NIGERIA

Abstract

The paper explores the concept of rebranding university libraries in Nigeria as a marketing
strategy to increase user patronage. It highlights the benefits of rebranding, strategies for
achieving it, and provides examples of successful rebranding efforts. The paper emphasizes the importance of understanding the user base and improving the library experience for the university community. The Toronto Public Library, Anythink Libraries, and Richland Library are presented as examples of successful library rebranding efforts that involved a combination of visual and auditory elements and targeted marketing campaigns. The paper concludes that by investing in rebranding initiatives, university libraries in Nigeria can increase awareness of their services, attract new users, and remain relevant in a changing knowledge, information storage and retrieval landscape.