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Branding cities as educational centres. The role of higher education institutions

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Author Info

  • Alina Irina POPESCU

    (Academy of Economic Studies, Bucharest)

Abstract

Intensified globalisation has lead to increased competition among cities for wealth, talent, visitors, investment and others. In this quest, cities become marketable products and were applied branding strategies. After a theoretical review of the concepts of place marketing and city branding, this article studies the contribution of education in general, and of higher education, in particular, to the city branding strategies. A conceptual framework is proposed to analyse the congruence of city and university branding strategies and to investigate the role higher education plays in city branding strategies. The research method of case studies provides a big picture of the links university-city and brings to the attention different branding experiences from city and university levels.

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Bibliographic Info

Article provided by Economic Publishing House in its journal Management & Marketing.

Volume (Year): 7 (2012)
Issue (Month): 3 (Autumn)
Pages:

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Handle: RePEc:eph:journl:v:7:y:2012:i:3:n:8

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Related research

Keywords: brand; higher education; internationalization; branding strategy; place branding; organisational branding.;

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Cited by:
  1. Razvan-Andrei CORBOS & Ruxandra-Irina POPESCU, 2012. "Prado Museum - Successful Model For Raising Competitiveness In The Romanian Cultural Organizations In The Context Of Urban Development," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 341-351, November.
  2. Hartanto Yuwo & John B. Ford & Mustika Sufiati Purwanegara, 2013. "Customer-Based Braâ€Nd Equity For A Tourism Destination (Âcbbetdâ‚): The Specific Case Of Bandung City, Indonesia," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(1).

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