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Applying Brand Management to Higher Education through the use of the Brand Flux Model™ - The Case of Arcadia University.

Williams, Jr; Omar, Maktoba

Authors

Jr Williams

Maktoba Omar



Abstract

This study acknowledges the need for brand management at an HEI in order to address an increasingly competitive reality. As an understudied area, this primary research case provides a model to assist in understanding the role of branding as a growth platform for service organizations, in particular HEI; the management of the Brand Flux Model™ process; as well as new research on ‘Corporate’ renaming.

Conference Name AMA Winter Marketing Educator's Conference
Start Date Feb 15, 2013
End Date Feb 17, 2013
Publication Date 2013
Deposit Date Jun 8, 2015
Publicly Available Date Jun 8, 2015
Peer Reviewed Peer Reviewed
Keywords Rebranding; renaming; brand management; Brand Flux; Higher Education; marketing strategy;
Public URL http://researchrepository.napier.ac.uk/id/eprint/8573
Contract Date Jun 8, 2015

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