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ERIC Number: EJ955327
Record Type: Journal
Publication Date: 2011
Pages: 11
Abstractor: As Provided
Reference Count: 28
ISSN: ISSN-0884-9153
Branding Access through the Carolina Covenant: Fostering Institutional Image and Brand
Harris, Michael S.; Barnes, Bradley
Journal of Student Financial Aid, v41 n2 p36-46 2011
This study analyzes the potential of major financial aid initiatives to serve as key elements of an institutional branding strategy. Concepts of branding and marketing serve as guiding frameworks for the analysis and interpretation of the findings. Using a case study approach, data were collected through interviews and document analysis at the University of North Carolina at Chapel Hill. The findings demonstrate the ability of financial aid to serve as a key component of institutional image and improve a university's competitive position while also ensuring the access benefits inherent in supporting low-income students. The implications of this work provide an additional rationale for increasing financial aid budgets and substantiate proof of the market's ability to improve access. (Contains 1 table.)
National Association of Student Financial Aid Administrators. 1101 Connecticut Avenue NW Suite 1100, Washington, DC 20036. Tel: 202-785-0453; Fax: 202-785-1487; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: North Carolina