For the people: How a novel approach to brand management fuelled adoption

David W. Martel and Carol P. Keese

Journal of Education Advancement & Marketing, 2017, vol. 2, issue 2, 165-175

Abstract: This paper provides an overview of a brand adoption initiative at a major public university. In higher education, where decentralised environments are the norm, top-down brand management can face resistance. This paper offers a perspective on how an open-access philosophy — and online toolkit — can facilitate the rapid adoption of brand identity and effectively establish an active and engaged brand community.

Keywords: brand management; higher education; brand community; brand adoption (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:2:p:165-175

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