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Produktbild: Strategic Brand Management in Higher Education

Strategic Brand Management in Higher Education

309,99 €

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Beschreibung

This book is unique in providing a composite overview of strategy, planning and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and...

Beschreibung

This book is unique in providing a composite overview of strategy, planning and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions.

Produktdetails

Einband

Gebundene Ausgabe
Erscheinungsdatum

21.02.2019
Abbildungen

Zeichnungen, schwarz-weiss, Tabellen, schwarz-weiss
Herausgeber Bang Nguyen + weitere

Produktdetails

Einband

Gebundene Ausgabe
Erscheinungsdatum

21.02.2019
Abbildungen

Zeichnungen, schwarz-weiss, Tabellen, schwarz-weiss
Herausgeber
Verlag Taylor & Francis
Seitenzahl

294
Maße (L/B/H)

24/16,1/2 cm
Gewicht

558 g
Sprache

Englisch
ISBN

978-0-367-13942-1
Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Strategic Brand Management in Higher Education

  • 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