Branding and communications on social media within higher education

Régis Faubet and Mark Thomas

Journal of Education Advancement & Marketing, 2017, vol. 1, issue 4, 302-312

Abstract: This paper provides insight into the evolution of branding and analyses the relevance of three recent tactics for digital communications. Due to the nature of higher education institutions (HEI), one of these tactics is more adapted to the education sector than the others. Taking this particular branding technique as a starting point, the second part of this paper details three governance models for digital communications in HEI.

Keywords: branding; de-branding; branded content; digital brand; social media; employee advocacy; governance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2017:v:1:i:4:p:302-312

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