Navigating a brand ‘bounce back’ after a near closure: A case study on Sweet Briar College’s ‘fierce’ brand refresh

Melissa Farmer Richards, Alexia Koelling and Amy Ostroth
Additional contact information
Melissa Farmer Richards: VP, Communications at Hamilton College, USA
Alexia Koelling: EVP and Consulting and Account Management & Principal, Lipman Hearne, USA
Amy Ostroth: Senior Director of Communications, Sweet Briar College, USA

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 1, 41-51

Abstract: The role of the chief communications officer at American colleges and universities continues to shift from that of a traditional public information officer to one that requires brand marketing expertise. A changing competitive landscape, enrolment challenges and financial woes present new road blocks that risk brand crisis regularly. This case study explores how one college repositioned its brand to recover from a brand crisis after nearly closing its doors. The authors offer seven steps for a structured approach to brand development and management in order to navigate a brand rebound postcrisis.

Keywords: brand; brand marketing; brand crisis; brand recovery; brand development; brand strategy; higher education marketing; higher education brand; college brand (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/5597/download/ (application/pdf)
https://hstalks.com/article/5597/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2020:v:5:i:1:p:41-51

Access Statistics for this article

More articles in Journal of Education Advancement & Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().