A Framework for Brand Rejuvenation: Private Universities in Malaysia

Khan Nasreen ()
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Khan Nasreen: Faculty of Management, Multimedia University, Malaysia Author-2-Name: Tan Booi Chen Author-2-Workplace-Name: Multimedia University, Faculty of Management, Persiaran Multimedia, 63100, Cyberjaya, Malaysia Author-3-Name: Khan Shereen Author-3-Workplace-Name: Multimedia University, Faculty of Management, Persiaran Multimedia, 63100, Cyberjaya, Malaysia Author-4-Name: Sarwar Abdullah Author-4-Workplace-Name: Multimedia University, Faculty of Management, Persiaran Multimedia, 63100, Cyberjaya, Malaysia Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: Objective � University branding becomes critical issue due to increasing number of private universities in Malaysia. Although education efforts in Malaysia has been continuously progress, institutions have difficulties to maintain as a powerful brand in competitive industry. Methodology/Technique � Bringing back a brand that consumers already familiar can save a lot of money. While some of institutions are able to maintain its brand image, some are still struggling even to meet the break even and unable to reposition the brand. While there are past studies and experiences on brand knowledge structures in hand, it is still confusing stage for how one could rebuild the brand image to achieve the intended positioning. Findings � The academic literature is particularly sparse in addressing this, and it is a confusing issue for the practitioners. The research discovers the theoretical foundations that relate to rebranding concepts and most critical factors that contribute to rebuilding the brand image of private institutions in Malaysia. Novelty � The current study seeks to shed light on the challenges of undertaking a rebranding exercise and introduce a framework that caters to the needs of brand managers at higher education institutions in Malaysia. Type of Paper: Review.

Keywords: Brand Rejuvenation; Corporate Culture; Consumption Experience; Social Media; IMC. (search for similar items in EconPapers)
JEL-codes: A10 A30 A39 (search for similar items in EconPapers)
Pages: 8
Date: 2019-03-05
New Economics Papers: this item is included in nep-sea
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Citations: View citations in EconPapers (1)

Published in Journal of Management and Marketing Review, Volume 4, Issue1

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