Redefining a ’60s icon: A brand proposition for the 21st century

Giles Whattam and Angelina Bingley

Journal of Education Advancement & Marketing, 2017, vol. 2, issue 1, 90-99

Abstract: This paper provides an overview of a brand reinvention from senior leaders at a UK university. In a marketplace that has become increasingly complicated, it is difficult to develop a unique and distinctive brand position. This paper explores the need to develop a distinctive brand proposition, examining lessons learned and exploring prerequisites that were crucial for success.

Keywords: brand; brand strategy; value proposition; higher education; brand implementation (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:2:i:1:p:90-99

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