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Strategic brand management in higher education

Author: Bang Nguyen; T C Melewar; Jane Hemsley-Brown
Publisher: Abingdon, Oxon ; New York, NY : Routledge, 2019. ©2019
Series: Routledge studies in marketing.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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.  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Strategic brand management in higher education
Abingdon, Oxon ; New York, NY : Routledge, 2019
(DLC) 2018046932
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Bang Nguyen; T C Melewar; Jane Hemsley-Brown
ISBN: 9780429029301 0429029306 9780429636264 0429636261 9780429639432 0429639430 9780429642609 0429642601
OCLC Number: 1057243588
Description: 1 online resource (xvi, 276 pages)
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
Series Title: Routledge studies in marketing.
Responsibility: edited by Bang Nguyen, T.C. Melewar and Jane Hemsley-Brown.

Abstract:

"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"--

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"Convincing brand management has become a central challenge for all HEIs. The book presented by Nguyen, Melewar, and Hemsley-Brown offers an excellent opportunity to mentally penetrate and analyze Read more...

 
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