Applying Brand Management to Higher Education through the Use of the Brand Flux Model™--The Case of Arcadia University

Autor/inn/en	Williams, Robert L., Jr.; Omar, Maktoba
Titel	Applying Brand Management to Higher Education through the Use of the Brand Flux Model™--The Case of Arcadia University
Quelle	In: Journal of Marketing for Higher Education, 24 (2014) 2, S.222-242 (21 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2014.973471
Schlagwörter	Marketing; Competition; Higher Education; Student Recruitment; Correlation; Benchmarking; Audits (Verification); Models; Educational Change; Strategic Planning; College Admission; Case Studies; College Applicants; Qualitative Research; Semi Structured Interviews; Phenomenology; Pennsylvania + Suchen Sie Ihr Suchwort? Wettkampf; Hochschulbildung; Hochschulsystem; Hochschulwesen; Korrelation; Analogiemodell; Bildungsreform; Strategy; Planning; Strategie; Planung; Hochschulzugang; Hochschulzulassung; Zulassung; Case study; Fallstudie; Case Study; College applications; Studienbewerber; Qualitative Forschung; Phenomenological psychology; Phänomenologie; Psychologie
Abstract	Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical patterns of branding practices, and provides a graphic representation for following changes in branding or changes in position that result in either Reinforcing an existing brand, or Revitalizing, Refocusing, Renaming, or Retiring a brand. Through a case analysis of an HEI that eventually underwent a radical renaming, the various phases of the Brand Flux Model™ are explored and the critical aspect of ongoing brand management efforts is reinforced. The paper also highlights why periodic brand audits are necessary to ascertain that what the institution believes it is promoting and projecting is consistent with the actual brand image held by stakeholders, and suggests that benchmarking brand management efforts and correlating them with the stage and actions of the Brand Flux Model™ can assist in understanding branding as a growth platform for service organizations. For practitioners, this study provides a model to assist in brand management and renaming scenarios, and offers insight into channels for optimal corporate strategy. It demonstrates that making changes in branding or changes in position in order to Revitalize, Refocus (rebrand and reposition) or even Rename a brand, and then Reinforce those decisions, is critical to maintaining brand health. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10