Jr Williams
Applying Brand Management to Higher Education through the use of the Brand Flux Model™ - The Case of Arcadia University.
Williams, Jr; Omar, Maktoba
Authors
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.
Citation
Williams, J., & Omar, M. (2013). Applying Brand Management to Higher Education through the use of the Brand Flux Model™ - The Case of Arcadia University
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 |
Files
2013_Applying_Brand_Management_to_Higher_Education-_The_Case_of_Arcadia_University__AMA_Winter.pdf
(<nobr>166 Kb</nobr>)
PDF
Publisher Licence URL
http://creativecommons.org/licenses/by-nc/4.0/
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