Strategic brand management in higher education / edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown.

Format:

Book

Contributor:

Nguyen, Bang, editor.

Melewar, T. C., editor.

Hemsley-Brown, Jane, 1950- editor.

Series:

Routledge studies in marketing

Language:

English

Subjects (All):

Universities and colleges--Great Britain--Marketing.

Universities and colleges.

Branding (Marketing)--Great Britain.

Branding (Marketing).

Business and education--Great Britain.

Business and education.

College publicity.

Marketing.

Great Britain.

College publicity--Great Britain.

Universities and colleges--Marketing.

Physical Description:

xvi, 276 pages ; 24 cm.

Place of Publication:

Abingdon, Oxon ; New York, NY : Routledge, 2019.

Summary:

"University branding has increased substantially, due to demands on universities to enroll greater numbers of students, rising tuition fees, the proliferation of courses, the growing "internationalization" of universities, financial pressures and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system, and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource, and it will also be of interest to brand practitioners in both education and public sector markets"-- Provided by publisher.

Contents:

Introduction to strategic brand management in higher education / Bang Nguyen, TC Melewar, and Jane Hemsley-Brown

PART I: Strategy

Co-creating brand identity: The case of UK higher education / Julie Robson, Sanjit Kumar Roy, Chris Chapleo and Hsiao Sophie Yang

Organisational culture in higher education branding: Branding the core values and beliefs / Cláudia Simões

Brand leadership and brand support: influencing employees via internal branding / Narissara Sujchaphong and Pakorn Sujchaphong

Competition in higher education / Francesca Pucciarelli and Andreas Kaplan

PART II: Planning

Corporate brand communication in higher education / Elif Karaosmanoglu and Gulberk Gultekin Salman

Corporate design: What makes a favourable university logo? / Pantea Foroudi and Bang Nguyen

Brand image and reputation development in higher education institutions / Adele Berndt and Linda D. Hollebeek

Co-creation of value: A customer-integration approach / Tim Hughes and Ian Brooks

PART III: Measurement

Measuring higher education brand performance and brand impact / Chris Chapleo and Louise Simpson

Building a trustworthy university brand: An inside-out approach / Sanjit Roy, Saalem Sadeque and Sathyaprakash Balaji Makam

Scale development in higher education: university corporate brand image, student satisfaction and student behavioural intention / Sharifah Faridah Syed Alwi and Norbani Che-Ha

Evaluating branding scales in higher education / Lesley Ledden, Stavros P. Kalafatis and Ilia Protopapa

Conclusion to Strategic Brand Management in Higher Education / Bang Nguyen, TC Melewar, and Jane Hemsley-Brown.

Notes:

Includes bibliographical references and index.

Other Format:

Online version: Strategic brand management in higher education.

ISBN:

9780367139421

0367139421

OCLC:

1057243135