With increased competition and other market forces affecting higher education, branding has emerged as a strategic imperative for colleges and universities. Brand strategy in academia faces many inherent challenges, however, including institutions’ wide-ranging missions and a
seemingly inevitable ‘house of brands’ scenario across complex organisations. The larger the institution is, the more complicated these challenges become. The traditional ‘house of brands’ and ‘branded house’ approaches to brand architecture developed for
the corporate sector do not translate seamlessly to academia. In response to the multipronged missions of colleges and universities, this paper proposes a new concept for higher education brand architecture: a multidimensional branded municipality, using cities as a more appropriate parallel
for higher education institutions.
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Document Type: Research Article
June 1, 2018
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