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ERIC Number: EJ940671
Record Type: Journal
Publication Date: 2011
Pages: 16
Abstractor: As Provided
Reference Count: 53
ISSN: ISSN-0951-354X
Utilizing the Brand Ecosystem Framework in Designing Branding Strategies for Higher Education
Pinar, Musa; Trapp, Paul; Girard, Tulay; Boyt, Thomas E.
International Journal of Educational Management, v25 n7 p724-739 2011
Purpose: In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand ecosystem framework in order to develop branding strategies for colleges and universities. Design/methodology/approach: The key elements of the framework include: student experiences as the driving force of the university branding strategies, academic services as the core value creation activities in delivering student learning experiences that are co-created with students and faculty, and supporting activities that are important in creating the core value. Findings: The framework suggests that both core and supporting value-creating activities are dynamically inter-related and work jointly in creating student learning experiences, and ultimately, a strong university brand. Originality/value: The paper presents the crucial elements and the relationships among them for building successful brands in higher education. (Contains 1 figure.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A