THE BRAND: ONE OF THE UNIVERSITY'S MOST VALUABLE ASSET

Andreea Muntean, Lucia Cabulea and Dan Dănuleţiu

Annales Universitatis Apulensis Series Oeconomica, 2009, vol. 2, issue 11, 54

Abstract: In today's higher education landscape, college and university leaders may well consider principles of brand management to assure their positions vis-à -vis their competitors. Although considerable differences between higher education and product brands exist, there are sufficient similarities to warrant a foray into issues of brand management. Higher education leaders may derive guidance to manage effectively what may be the most important intangible asset a college or university owns—its long-term image and bundle of core meaning. In this paper we discuss issues related to brand management and strategies for re-branding in higher education, with a case study at †1 Decembrie 1918†University of Alba Iulia.

Keywords: brand; brand management; higher education; re-branding (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:alu:journl:v:2:y:2009:i:11:p:54

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