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

Williams, Jr; Omar, Maktoba

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