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    Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities.

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    Authors
    Spry, Louise
    Foster, Carley cc
    Pich, Christopher
    Peart, Sheine
    Affiliation
    Nottingham Trent University
    University of Derby
    Issue Date
    2018-07-25
    
    Metadata
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    Abstract
    Corporate branding is a strategic issue for universities as the global higher education (HE) marketplace is becoming increasingly competitive and there is pressure to differentiate. Yet it is unclear how universities develop and manage brand strategies, and whether they draw upon any meaningful connections to the multiple stakeholders and sub-cultures engaged with a university’s brand. Using qualitative data gathered from an education faculty within an established UK university, this study found the faculty and university had competing brand identities and images. A strong faculty brand emerged co-created through the shared teacher related values of staff and external partners. This study contributes to the brand strategy literature by applying branding concepts to the under-researched HE context and proposing a new, more nuanced brand architecture model not yet reported in the branding literature which more accurately reflects the management of sub and corporate HE brands.
    Citation
    Spry, L. et al (2018) 'Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities', Journal of Strategic Marketing, DOI: 10.1080/0965254X.2018.1501412
    Publisher
    Taylor and Francis
    Journal
    Journal of Strategic Marketing
    URI
    http://hdl.handle.net/10545/622845
    DOI
    10.1080/0965254X.2018.1501412
    Additional Links
    https://www.tandfonline.com/doi/full/10.1080/0965254X.2018.1501412
    http://irep.ntu.ac.uk/id/eprint/34106
    Type
    Article
    Language
    en
    ISSN
    0965254X
    EISSN
    14664488
    ae974a485f413a2113503eed53cd6c53
    10.1080/0965254X.2018.1501412
    Scopus Count
    Collections
    Centre for Business Improvement

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