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

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

Abstract

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.

Citation

Williams, J., Williams, H. A., & Omar, M. (2013). The marketing Impact of the principles of renamingwithin a Higher Education service organization

• 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: http://researchrepository.napier.ac.uk/id/eprint/8574