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Applying brand management to higher education through the use of the Brand Flux Model™– the case of Arcadia University.

Williams, Robert Jr; Omar, Maktoba

Authors

Robert Jr Williams

Maktoba Omar



Abstract

Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical patterns of branding practices, and provides a graphic representation for following changes in branding or changes in position that result in either Reinforcing an existing brand, or Revitalizing, Refocusing, Renaming, or Retiring a brand. Through a case analysis of an HEI that eventually underwent a radical renaming, the various phases of the Brand Flux Model™ are explored and the critical aspect of ongoing brand management efforts is reinforced. The paper also highlights why periodic brand audits are necessary to ascertain that what the institution believes it is promoting and projecting is consistent with the actual brand image held by stakeholders, and suggests that benchmarking brand management efforts and correlating them with the stage and actions of the Brand Flux Model™ can assist in understanding branding as a growth platform for service organizations. For practitioners, this study provides a model to assist in brand management and renaming scenarios, and offers insight into channels for optimal corporate strategy. It demonstrates that making changes in branding or changes in position in order to Revitalize, Refocus (rebrand and reposition) or even Rename a brand, and then Reinforce those decisions, is critical to maintaining brand health.

Journal Article Type Article
Online Publication Date Nov 10, 2014
Publication Date 2014
Deposit Date Jun 8, 2015
Publicly Available Date Jun 8, 2015
Journal Journal of Marketing for Higher Education
Print ISSN 0884-1241
Electronic ISSN 1540-7144
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 24
Issue 2
Pages 222-242
DOI https://doi.org/10.1080/08841241.2014.973471
Keywords Rebranding; renaming; brand management; Brand Flux; Higher Education; marketing strategy
Public URL http://researchrepository.napier.ac.uk/id/eprint/8577
Publisher URL http://dx.doi.org/10.1080/08841241.2014.973471
Contract Date Jun 8, 2015

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