Barriers to Brand Building in UK Universities.

Chapleo, C., 2007. Barriers to Brand Building in UK Universities. International Journal of Nonprofit and Voluntary Sector Marketing, 12 (1), pp. 23-32.

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DOI: 10.1002/nvsm.271

Abstract

Branding in universities has become an increasingly topical issue with practitioners, with some institutions committing substantial financial resources to branding activities. It has, however, received only limited academic investigation, and as the particular characteristics of the sector present challenges for those seeking to build brands, it seems to be timely and appropriate to investigate potential barriers to branding. This exploratory study investigates the opinions of the ‘brand guardians’ of UK universities – Vice Chancellors, Principals and Rectors – on the barriers to successfully building brands and draws conclusions on their views of the key challenges facing successful branding activity in the sector. Implications for practitioners are also explored.

Item Type:Article
ISSN:1465-4520
Uncontrolled Keywords:Branding, Univeristy Branding, HE Branding, Nonprofit Brands, Education Branding
Subjects:Technology > Business, Management and Marketing
Group:Business School
ID Code:18867
Deposited By:Dr Chris Chapleo
Deposited On:15 Nov 2011 14:58
Last Modified:07 Mar 2013 15:50

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