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The marketing Impact of the principles of renamingwithin a Higher Education service organization.

Williams, Jr; Williams, Helena A; Omar, Maktoba


Jr Williams

Helena A Williams

Maktoba Omar


Three Higher Education Institutions that underwent renaming are used to define and discuss: radical renaming, brand soul, Brand Flux™ and the eight principles of renaming in service organizations. A process model that depicts renaming decision-making and brand management activities that impact brand identity, image and thus brand equity is revealed.

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
Pages 271
Keywords Renaming; reposition; brand equity; brand management; HEI service organisation; brand identity;
Public URL
Contract Date Jun 8, 2015


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