Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology

Williams Jr, Robert; Osei, Collins; Omar, Maktoba

Abstract

As Higher Education Institutions (HEI) become more marketized and increasingly promotionalized, brand building gains in intensity and names become increasingly important. This conceptual paper plans to explore the application of the Renaming Process Model (Williams, 2012) which depicts the key components that impact the organization brand renaming process, regarding the renaming of the African HEI Kwame Nkrumah University of Science and Technology (KNUST). This work will apply the model not only to a service organization renaming, but will investigate it in terms of its relationship to nation branding regarding the potential to rebrand Africa such that its virtues would be widely communicated to the international community to enhance the brand equity of the continent. Additionally, the individual African country’s ability to create brand awareness, unique competitive identity and customer loyalty is crucial in today’s competitive global environment, thus the role of renaming one of its most important and visible institutions will be explored.

Citation

Williams Jr, R., Osei, C., & Omar, M. (2012). Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology. Journal of Marketing for Higher Education, 22(1), 71-81. https://doi.org/10.1080/08841241.2012.705795

• Journal Article Type: Article
• Online Publication Date: Aug 28, 2012
• Publication Date: 2012-06
• Deposit Date: Jun 9, 2015
• Publicly Available Date: Jun 9, 2015
• Print ISSN: 0884-1241
• Electronic ISSN: 1540-7144
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 22
• Issue: 1
• Pages: 71-81
• DOI: https://doi.org/10.1080/08841241.2012.705795
• Keywords: Renaming; country branding; principles of rebranding; Africa; higher education
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/8614
• Publisher URL: http://dx.doi.org/10.1080/08841241.2012.705795