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ERIC Number: ED496490
Record Type: Non-Journal
Publication Date: 2006
Pages: 4
Abstractor: ERIC
ISSN: ISSN-1068-1027
Your Reputation Precedes You
Eich, Ritch K.
Association of Governing Boards of Universities and Colleges, Trusteeship v14 n3 May-Jun 2006
A good reputation goes hand in hand with a university's "brand," which in essence is the promise the institution makes to all of its constituencies. A brand is appreciably more than an attractive logo, reinforcing colors, and compelling admission brochures (though all of these reflect it). If properly thought through and developed from the inside out, a brand reflects a college or university's unique personality, distinguishing characteristics, and the reason for people to care about it. A strong brand should permeate all corners of the campus--from academics to athletics to arts--and endure long after posters and pep rallies have faded into distant memory. In this article, techniques are presented for cultivating a good brand reputation by building on trust, recovering effectively from scandal, and consistently acting from a strong internal culture and core values.
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Publication Type: Guides - Non-Classroom
Education Level: Higher Education
Audience: Administrators
Language: English
Sponsor: N/A
Authoring Institution: Association of Governing Boards of Universities and Colleges, Washington, DC.
Grant or Contract Numbers: N/A