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Brand Harmonisation in the International Higher Education Market

Hemsley-Brown, J and Goonawardana, S (2007) Brand Harmonisation in the International Higher Education Market Journal of Business Research, 60 (9). pp. 942-948.

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Abstract

Universities today are increasingly competing for international students in response to trends in global student mobility, diminishing university funding and government-backed recruitment campaigns. This trend has driven the need for universities to focus on clearly articulating and developing their brand, and developing harmony within the brand architecture. This case study of one University focuses on brand architecture and found evidence of a move towards corporatization, based on the pressure for UK universities to align with the notion of a British Education, promoted through the British Council. However, the process of brand harmonization raises concerns about the potential impact on the marketing positioning and the autonomy of faculties and schools. The challenge seems to be to work on brand-building within the University with an understanding of two-way communication within the brand architecture: universities should acknowledge schools’ and faculties’ contributions to the identity of the brand.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
AuthorsEmailORCID
Hemsley-Brown, JUNSPECIFIEDUNSPECIFIED
Goonawardana, SUNSPECIFIEDUNSPECIFIED
Date : 1 September 2007
Identification Number : 10.1016/j.jbusres.2007.01.019
Additional Information : NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 60(9), September 2007, DOI 10.1016/j.jbusres.2007.01.019.
Depositing User : Symplectic Elements
Date Deposited : 04 Feb 2015 10:36
Last Modified : 04 Feb 2015 10:36
URI: http://epubs.surrey.ac.uk/id/eprint/807113

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