Research Output
Applying Brand Management to Higher Education through the use of the Brand Flux Model™ - The Case of Arcadia University.
  This study acknowledges the need for brand management at an HEI in order to address an increasingly competitive reality. As an understudied area, this primary research case provides a model to assist in understanding the role of branding as a growth platform for service organizations, in particular HEI; the management of the Brand Flux Model™ process; as well as new research on ‘Corporate’ renaming.

  • Publication Status:

    Published

  • Library of Congress:

    HD28 Management. Industrial Management

  • Dewey Decimal Classification:

    658 General management

Citation

Williams, J. & Omar, M. (2012). Applying Brand Management to Higher Education through the use of the Brand Flux Model™ - The Case of Arcadia University

Authors

Keywords

Rebranding; renaming; brand management; Brand Flux; Higher Education; marketing strategy;

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