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Rebranding John Jay College: Adapting to an evolving higher education market

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Institutions of higher education face an increasingly complicated business environment today, marked by slowing enrolments, rapidly inflating tuition fees and heightened competition for enrolment on- and offline. So it is no surprise that college presidents are paying more attention to branding and marketing, often turning to unified brand identity programmes to combat these forces. An authentic ‘brand identity’ requires both the organisation and the consumer to believe in what an institution stands for, and when that is achieved a loyal relationship is formed. The recent case of the rebranding for John Jay College of Criminal Justice in New York City provides an illustrative primer explaining how to go about such efforts and what to expect from a comprehensive rebrand.
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Keywords: brand identity; brand promise; brand purpose; branding; higher education; rebranding

Document Type: Research Article

Publication date: December 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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