Literaturnachweis - Detailanzeige
Autor/in | Lawlor, John |
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Titel | Brand Identity. |
Quelle | In: Currents, 24 (1998) 9, S.16-23 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 0748-478X |
Schlagwörter | Leitfaden; Advertising; College Administration; College Planning; Competition; Higher Education; Institutional Characteristics; Public Opinion; Public Relations; Strategic Planning |
Abstract | Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are outlined; obstacles to brand building are also considered. (MSE) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |