Corporate Branding in Higher Education

Corporate Branding (CBing) encapsulates the internal organizational structures, systems, processes and the external branding activities of corporate communication and related interactional process. The two major constituents of CBing are corporate identity that differentiates and sets apart an organ...

Full description

Saved in:
Bibliographic Details
Published in:IUP Journal of Brand Management 2021-09, Vol.18 (3), p.7-28
Main Author: Mathews, Jose
Format: Article
Language:English
Subjects:
Colleges & universities
Communication
Corporate culture
Corporate identity
Corporate image
Curricula
Customer services
Employee behavior
Higher education
Marketing
Profit maximization
Success
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Corporate Branding (CBing) encapsulates the internal organizational structures, systems, processes and the external branding activities of corporate communication and related interactional process. The two major constituents of CBing are corporate identity that differentiates and sets apart an organization from another and the corporate image defined as the perception of customers. CBing of a Higher Educational Institution (HEI) as a marketing activity endows the organization with functional values and experiential features. The success of CBing depends on the extent of internal and external branding and the way they are blended. The elements of CBing of a HEI and the way it is branded determine the success of it.
ISSN:0972-9097