We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Exploring the Benefits of Branding Universities: A Developing Country Perspective.
- Authors
de Heer, Felicia; Tandoh-Offin, Patrick
- Abstract
Today, technology, globalization and competition have made it imperative for universities to use branding to differentiate themselves and attract desired students and faculty. However, the motivation to brand universities will become stronger when the benefits to be derived are examined and made clear. A qualitative research approach is employed in this study using two universities in Ghana. The study shows that branding defines the university in a way that validates the mission, vision and core values of the institutions, thus making the brand promise even stronger. The research paper contributes to the scarce literature on the benefits of branding universities in the context of a developing country.
- Publication
IUP Journal of Brand Management, 2015, Vol 12, Issue 4, p58
- ISSN
0972-9097
- Publication type
Academic Journal