Strategic Brand Management in Higher Education

ISBN-13: 9781032178363 / Angielski / Miękka / 2021 / 292 str.

Bang Nguyen; T. C. Melewar; Jane Hemsley-Brown

Opis

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

Spis treści

Chapter 1: Introduction to Strategic Brand Management in Higher Education    PART I: STRATEGY   Chapter 2: Co-creating brand identity: The case of UK higher education   Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefs   Chapter 4: Brand leadership and brand support: Influencing employees via internal branding   Chapter 5: Competition in higher education   PART II: PLANNING    Chapter 6: Corporate brand communication in higher education    Chapter 7: Corporate design: What makes a favourable university logo?    Chapter 8: Brand image and reputation development in higher education institutions    Chapter 9: Co-creation of value: A customer-integration approach   PART III: MEASUREMENT   Chapter 10: Measuring higher education brand performance and brand impact 　Chapter 11: Building a trustworthy university brand: An inside-out approach   Chapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intention   Chapter 13: Evaluating branding scales in higher education   Chapter 14: Conclusion to Strategic Brand Management in Higher Education

　

O autorze

Bang Nguyen is Professor at the University of Southern Denmark, Kolding, Denmark. His research interests include branding, BtB marketing, CRM, and innovation management. Bang has published widely in journals such as Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Business Ethics Quarterly, among others.

T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK. TC’s research interests include branding, corporate identity and international marketing strategy. He has published in the Journal of International Business Studies, International Journal of Management Reviews, and Industrial Marketing Management among others.

Jane Hemsley-Brown is Professor of Marketing at Surrey Business School, Surrey, UK. She is the author of over 100 publications on consumer behaviour, choice in education markets and management decision-making, including three books: Higher Education Consumer Choice (2015), The Management and Leadership of Education Marketing: Research, Practice and Applications (2013) and Choosing Futures: Young people's decision-making in education, training and careers markets (2001).