Strategic Brand Management in Higher Education
portes grátis
Strategic Brand Management in Higher Education
Hemsley-Brown, Jane; Melewar, T.C; Nguyen, Bang
Taylor & Francis Ltd
09/2021
292
Mole
Inglês
9781032178363
15 a 20 dias
403
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Chapter 1: Introduction to Strategic Brand Management in Higher Education PART I: STRATEGY Chapter 2: Co-creating brand identity: The case of UK higher education Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefs Chapter 4: Brand leadership and brand support: Influencing employees via internal branding Chapter 5: Competition in higher education PART II: PLANNING Chapter 6: Corporate brand communication in higher education Chapter 7: Corporate design: What makes a favourable university logo? Chapter 8: Brand image and reputation development in higher education institutions Chapter 9: Co-creation of value: A customer-integration approach PART III: MEASUREMENT Chapter 10: Measuring higher education brand performance and brand impact Chapter 11: Building a trustworthy university brand: An inside-out approach Chapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intention Chapter 13: Evaluating branding scales in higher education Chapter 14: Conclusion to Strategic Brand Management in Higher Education
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
HEI Brand;Brand Support Behaviour;Branding;UWE Bristol;marketing;Today's Competitive Global Market;Higher education;Higher Education Branding;marketing in higher education;Internal Branding Activities;brand management;Student Citizenship Behaviours;consumer behaviour;Brand Communication Efforts;University Brand Image;Successful Brand Communication;Consumer Based Brand Equity;MBA Program;Service Eco-system;Corporate Brand Image;ESCP Europe;CVI;Aaker's Scale;University Ambassadors;Business Ecosystem;CCB;Transformational Leadership Characteristics;Brand Support;Corporate Logo;Brand Communication;Measuring Brand Performance
Chapter 1: Introduction to Strategic Brand Management in Higher Education PART I: STRATEGY Chapter 2: Co-creating brand identity: The case of UK higher education Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefs Chapter 4: Brand leadership and brand support: Influencing employees via internal branding Chapter 5: Competition in higher education PART II: PLANNING Chapter 6: Corporate brand communication in higher education Chapter 7: Corporate design: What makes a favourable university logo? Chapter 8: Brand image and reputation development in higher education institutions Chapter 9: Co-creation of value: A customer-integration approach PART III: MEASUREMENT Chapter 10: Measuring higher education brand performance and brand impact Chapter 11: Building a trustworthy university brand: An inside-out approach Chapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intention Chapter 13: Evaluating branding scales in higher education Chapter 14: Conclusion to Strategic Brand Management in Higher Education
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
HEI Brand;Brand Support Behaviour;Branding;UWE Bristol;marketing;Today's Competitive Global Market;Higher education;Higher Education Branding;marketing in higher education;Internal Branding Activities;brand management;Student Citizenship Behaviours;consumer behaviour;Brand Communication Efforts;University Brand Image;Successful Brand Communication;Consumer Based Brand Equity;MBA Program;Service Eco-system;Corporate Brand Image;ESCP Europe;CVI;Aaker's Scale;University Ambassadors;Business Ecosystem;CCB;Transformational Leadership Characteristics;Brand Support;Corporate Logo;Brand Communication;Measuring Brand Performance
