Research Output
The marketing Impact of the principles of renamingwithin a Higher Education service organization.
  Three Higher Education Institutions that underwent renaming are used to define and discuss: radical renaming, brand soul, Brand Flux™ and the eight principles of renaming in service organizations. A process model that depicts renaming decision-making and brand management activities that impact brand identity, image and thus brand equity is revealed.

  • Publication Status:

    Published

  • Library of Congress:

    HD28 Management. Industrial Management

  • Dewey Decimal Classification:

    658 General management

Citation

Williams, J., Williams, H. A. & Omar, M. (2012). The marketing Impact of the principles of renamingwithin a Higher Education service organization

Authors

Keywords

Renaming; reposition; brand equity; brand management; HEI service organisation; brand identity;

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