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Brand architecture in higher education

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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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Keywords: brand architecture; brand strategy; higher education; marketing; university branding

Document Type: Research Article

Publication date: June 1, 2018

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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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