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Branding in higher ed : every university tells a story / by Jason W. Lee, Beth A. Cianfrone, Elizabeth A. Gregg.
Van Pelt Library LB2342.82 .B73 2021
Available
- Format:
- Book
- Language:
- English
- Subjects (All):
- Universities and colleges--United States--Marketing.
- Universities and colleges.
- Universities and colleges--Public relations--United States.
- Universities and colleges--Public relations.
- Branding (Marketing).
- Marketing.
- United States.
- Branding (Marketing)--United States.
- Universities and colleges--Marketing.
- Physical Description:
- 304 pages ; 24 cm
- Place of Publication:
- Durham, North Carolina : Carolina Academic Press, 2021.
- Summary:
- "Brand management is of great importance in the ever-changing landscape of higher education as institutional branding considerations aimed at differentiating and reinforcing and cultivating a specific brand identity seeks to address brand cultivation barriers. How universities craft and disseminate the institutional messages, fused with the capability to capitalize on branding opportunities and counter challenges, can dynamically impact public perception. In today's higher education landscape, brand perception serves as an instrumental role in the reputational and financial robustness-and ultimately, the long-standing success of higher education institutions"-- Provided by publisher.
- Contents:
- Machine generated contents note: pt. I LAYING THE FOUNDATION
- 1. University Branding: Building an Identity and Enhancing Institutional Image
- Branding in Higher Education
- University Athletics and Stakeholder Perceptions
- The Importance of Building an Identity
- Conclusion
- References
- 2. Collegiate Sport B Intellectual Property
- Collegiate Licensing
- Collegiate Trademarks & Licensing
- History of Licensing Agreements & Collegiate Licensing Company
- Licenses & Licensed Products
- Internal
- Retail
- The 3Ps of Licensing
- Promotion
- Protection
- Profit
- The Lanham Act: Protection for Trademarks
- Infringement
- Dilution
- Counterfeiting
- Imitation [≠] Flattery
- 3. Standing Out in the Crowd: Strategies for Communicating Brand Personality Online
- University Branding & Athletics
- Developing a Brand Personality
- Sport Brand Personality
- Communicating Brand Personality on Social Media
- Voice
- Visual Identity
- Engagement
- 4. Brand Archetypes in Higher Education
- Introduction
- University Branding
- Personality Archetypes and Branding
- Mark & Pearsons (2001) Twelve Archetypes
- Carnegie Dartlet's Nine Color Coded Archetypes
- Brand Archetypes in Action
- The University of Alabama's Where Legends Are Made
- Beyond Legends
- Concluding Thoughts and Further Considerations
- pt. II GOING TO SCHOOL DIVISION I · POWER 5
- 5. Building Brand Identity via Sports: The University of Tennessee [Knoxville]
- Starting Lineup
- The History of the Orange and White
- The Power "T"
- The Lady Volunteers
- The Legends
- Pat Summitt
- Peyton Manning
- Johnny Majors
- General Robert R. Neyland
- Tennessee Traditions
- Rocky Top
- Orange and White Checkerboard
- Vol Navy
- Neyland Stadium/Shields - Watkins Field
- The Final Score
- 6. When It Comes to an Institutional Rebrand: Leave It to the Beavers
- The Beaver Rebrand
- The Identity
- Beaver Logo
- Typography
- Tartan
- To Rebrand or Not to Rebrand
- Exhibit 1 OSU Logo Web Resources
- 7. From the Olympics to the Pac-12: University of Utah Branding through Athletics Affiliation
- Utah in the 2000s
- Pac-12 Transition
- Athletics Impacts
- University Impacts
- 8. A Tale of Two Cities: Collegiate Branding in New York and The Case of The University at Buffalo and Syracuse University
- New York, New York
- University at Buffalo Background
- Syracuse University Background
- Buffalo and Syracuse
- A Tale of Two Cities
- Buffalo, Here Is How
- Syracuse, New York's College Team
- Resources
- pt. III GOING TO SCHOOL DIVISION I · GROUP OF 5
- 9. A Look from The West: University of Wyoming Athletics
- About University of Wyoming
- About University of Wyoming Athletics
- University of Wyoming Visual Identity
- Nicknames
- Cowboys/Cowgirls
- Bucking Horse and Rider Logo
- Colors
- Brown and Gold
- Mascots
- Pistol Pete/Cowboy Joe
- Notable Rivalries
- Fight Song
- Ragtime Cowboy Joe
- Fan Clubs
- WESPY Awards
- Venues
- War Memorial Stadium
- Cowboy Tough Statue
- Jonah Field
- War Memorial Fieldhouse
- Wildcatter Stadium Club & Suites
- Indoor Practice Facility
- Arena-Auditorium
- Rochelle Athletics Center
- Jacoby Golf Course
- 10. Rebranding the Trojan Way: Troy University
- Who Is Troy University?
- What's in a Name?
- Building the Brand: Troy University Athletics
- A New Look or Not
- A License to Sell
- 11. Branding of An Upstart Football Program: The University of South Alabama
- USA Background
- Intercollegiate Football
- Perceived Quality and Building Brand Awareness
- Can We Compete?
- The Business Effect
- 12. From Commuter to Community: Georgia State University
- Building the Blueprint for Football
- So, It Begins
- Location, Location, Location
- Momentum from Moments
- The Future
- pt. IV GOING TO SCHOOL DIVISION I · FCS
- 13. Welcome to Fargo: A Look into North Dakota State University Athletics
- About North Dakota State University
- About North Dakota State University Athletics
- Bison Visual Identity
- Bison Mascots
- Bison Colors
- Fight Songs
- Bison Rivalries
- Bison Venues
- Gate City Bank Field at the Fargodome
- Dacotah Field
- Bison Capital Gains
- 14. Axe 'Em Jacks: Exploring the Stephen F. Austin State University Brand
- About Stephen F. Austin State University
- Lumberjack Athletics
- The Shelton Era
- Men's & Women's Basketball
- Football Rivalries
- ESPN3 Transition
- Lumberjack Visual Identity
- Name: Stephen F. Austin State University; SFA; SFASU
- Logos: The Emblem Controversy
- Tagline: Axe em Jacks
- Color Palette: Purple and Black
- Mascots: Lumberjack
- Uniforms: The Power of Purple
- Sounds: SFA Fight Song, All Hail to SFA, "Oh Yeah"
- Pre-Game Tradition: Jacks Charge
- 15. Strike Up the Band: Examining Florida ABM University's Marching 100 Band
- Follow the Leader
- It's About the Band
- The Band Brand Extension
- And the Band Played On
- 16. Big Sky Country Battle for Excellence: The University of Montana Grizzlies
- How Did They Get That Name?
- Team Colors
- The Facilities
- UM's Brand Success
- pt. V GOING TO SCHOOL A UNIQUE PERSPECTIVE
- 17. The Rise and Fortification of Zag Nation: Gonzaga University
- Gonzaga University in the 1990s
- The Rise to National Prominence
- Fortification of Zag Nation
- The Gonzaga Family
- Impacts of Athletics Success
- University Branding Initiatives
- 18. Branding A Small Public School Amid Change and Uncertainty: Framingham State
- Framingham State & Visual Identity
- Dueling Alumni Associations
- Rebranding FSC: "Make It Happen"
- From College to University
- University Athletics
- Notes
- 19. When in Rome: Coexisting, Competition, and Christian Higher Education
- Higher Education Branding
- Welcome to Rome: A Tale of One City and Two Higher Education Institutions
- School Profile: Berry College
- Berry College: Brand Identity
- Berry College Athletics
- School Profile: Shorter University
- Shorter University Brand Identity
- Shorter University Athletics
- Christian Perspective
- Christian Perspective: Berry College
- Christian Perspective: Shorter University
- What Does This All Mean?
- 20. Researching, Selecting, and Implementing a New Athletic Brand Image: University of South Carolina-Beaufort
- University of South Carolina Beaufort
- pt.
- VI BEYOND THE SCHOOLS
- 21. Tebowmania: The Paradox of the Tim Tebow Brand
- The Football Effect
- The Image Effect
- The Media Effect
- Tebowmania
- The Endorsement Effect
- 22. The Jacksonville Jaguars: The NFL's Expansion into College Football Territory
- An Unexpected Win and a Record-Setting Start
- A Bright Start Fades
- Turning the Page
- 23. The Pit: Lobo Den and Cultural Icon
- History of The Pit
- The Pit Atmosphere
- Legendary Moments
- Renovation of The Pit
- 24. The Senior Bowl: Star Players, Spotlight, and Southern Charm
- Small Market
- Southern Charm
- Brand Equity
- Sponsorship and Exposure
- 25. College GameDay: More Than Just a Television Show
- About College GameDay
- Branding Aspects for Host Schools
- Branding Sponsors
- Appendix Dallas Baptist University: Big Time Baseball in the Big 0
- The Early Years
- Transitioning to a Senior College and the NAIA
- Transitioning From NAIA to NCAA Athletics
- Why Is DBU So Interesting?.
- Notes:
- Includes bibliographical references.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the Class of 1924 Book Fund.
- Other Format:
- Online version: Branding in higher ed
- ISBN:
- 9781611637663
- 161163766X
- OCLC:
- 1240828805
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