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Developing a framework of integrated visual brand identity touch-point (IVBIT) programmes in universities

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Creating and maintaining brand identity is regarded as a formative brand building step to the creation of corporate reputation and image. Similarly, a university's perceived excellence may guide the decision of prospective students, assist scholars considering offers of employment, and help federal agencies awarding grants for business consultancies. This paper develops a conceptual framework surrounding the use of visual brand identity touch-points in the context of universities as higher education service providers. The paper draws on literature related to corporate branding to develop a proposed theoretical framework: integrated visual brand identity touch-point (IVBIT) programme. Developing a consistent and holistic IVBIT programme should assist universities in gaining a higher corporate brand reputation among their various key stakeholders. Additionally, the paper identifies how the implementation of a holistic IVBIT programme is positively linked to a university's service brand equity.


Document Type: Research Article

Publication date: December 1, 2014

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