Branding in higher education : every university tells a story /
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 t...
| Other Authors: | , , |
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| Format: | Book |
| Language: | English |
| Published: |
Durham, North Carolina :
Carolina Academic Press,
[2021].
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| Subjects: |
| 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. |
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| Physical Description: | 304 pages ; 24 cm. |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 9781611637663 161163766X |