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Branding in Higher Education: How Me...

Steen, James Leslie.

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Branding in Higher Education: How Meaning-Making Efforts Lead to Successful Branding Outcomes that Positively Influence Reputation and a Strong Institutional Culture.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Branding in Higher Education: How Meaning-Making Efforts Lead to Successful Branding Outcomes that Positively Influence Reputation and a Strong Institutional Culture./
Author:	Steen, James Leslie.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	191 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-12, Section: A.
Contained By:	Dissertations Abstracts International81-12A.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27995588
ISBN:	9798607381417

Branding in Higher Education: How Meaning-Making Efforts Lead to Successful Branding Outcomes that Positively Influence Reputation and a Strong Institutional Culture.
Steen, James Leslie.

Branding in Higher Education: How Meaning-Making Efforts Lead to Successful Branding Outcomes that Positively Influence Reputation and a Strong Institutional Culture. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 191 p.

Source: Dissertations Abstracts International, Volume: 81-12, Section: A.

Thesis (Ph.D./HE)--Azusa Pacific University, 2020.

This item must not be sold to any third party vendors.

As competition for students is increasing between colleges and universities, along with the challenge to be relevant and limited resources, more institutions are relying on university branding strategies to create meaning and communicate what is distinctive to various stakeholders. More research on branding in higher education is needed to understand how branding activities both shape and are influenced by the institutional culture. According to Sevier (2008), successful branding strategies in higher education often include the communication and clarification of established core values as opposed to the creation of new ones. In fact, at the Christian liberal arts institution chosen for this case study, the university's core values, reflecting their mission statement, play a significant role in their branding strategies and the creation of meaning. A recent presidential transition also provided unique insights into the identification of the brand and the institutional culture that were actually strengthened, as opposed to being fragmented, during this process. Data for this study were collected from interviews with faculty, staff, and administrators at a 4-year private university located in the south. The research questions driving the study were: How is university culture reflected in the brand strategy (i.e., branding activities)? Where is the asymmetry and/or alignment in culture and brand strategy? What influences and expressions of brand play a role in evolving or shaping the culture? Analysis of the interview transcripts, notes, and printed publications from the university revealed several themes related to institutional values, personas, and affiliations. The discussion of the findings includes the intersection of culture and branding, an analysis of the conceptual framework, and components of the Christian tradition that contribute to meaning-making. Implications for practice derived from this study include branding coherency, leveraging presidential leadership, brand stewardship, cultural clarity, and a definition of success that drives brand strategy.

ISBN: 9798607381417Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Brand equity

Branding in Higher Education: How Meaning-Making Efforts Lead to Successful Branding Outcomes that Positively Influence Reputation and a Strong Institutional Culture.
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