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ERIC Number: EJ1141914
Record Type: Journal
Publication Date: 2017-Feb-21
Pages: N/A
Abstractor: ERIC
ISSN: ISSN-1938-5978
Four Dimensions of Brand-Focused Research
Lischick, Caity McLaughlin
New England Journal of Higher Education, Feb 2017
Not long ago, "brand" was an unmentionable word in the higher education landscape--one that came with suspicious connotations of consumer packaged goods and retail. Today, however, there is increasingly broad acceptance that a higher education institution's (HEI's) brand is critical to attracting and retaining the best students and faculty, as well as engaging alumni in meaningful ways. Brand is no longer to be ignored, but to be managed with intent. But first: What is an academic brand? It's certainly much more than a logo or seal. An HEI's brand is what the institution means out in the world: its value and values, the expectations people have of it, and what differentiates it from its peers. This article presents four-dimensions of brand-focused research.
New England Board of Higher Education. 45 Temple Place, Boston, MA 02111. Tel: 617-357-9620; Fax: 617-338-1577; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A