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University Branding: A Conceptualizing Model

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  • Vajiheh Javani

Abstract

Appropriate branding needs to attract the right people and invest time, money, experience, knowledge, and commitment of international organizations to create powerful and influential university brand. Acceptance the branding principles makes strategic approach focused the introducing of a university. Branding should be strategy-centered framework for coordination and integration messages and experiences of the university brand. Among the factors which is influencing the strategy formulation process, the amount of funding available, stage of development, market complexity, the complexity of the economic infrastructure and the perception in key markets. On the other hand, each place has its own dynamics in which products, politics, history, attitudes, and practices of the location will appear.

Suggested Citation

  • Vajiheh Javani, 2016. "University Branding: A Conceptualizing Model," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(4), pages 227-232, April.
  • Handle: RePEc:hur:ijarbs:v:6:y:2016:i:4:p:227-232
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    References listed on IDEAS

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    1. Simon Anholt, 2007. "Competitive Identity and Development," Palgrave Macmillan Books, in: Competitive Identity, chapter 0, pages 113-128, Palgrave Macmillan.
    2. Merrilees, Bill & Miller, Dale & Herington, Carmel, 2009. "Antecedents of residents' city brand attitudes," Journal of Business Research, Elsevier, vol. 62(3), pages 362-367, March.
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    Cited by:

    1. Claudiu Coman & Maria Cristina Bularca & Angela Repanovici, 2021. "Constructing and Communicating the Visual Identity of a University. Case Study: Visual Identity of Transilvania University of Brasov," Sustainability, MDPI, vol. 13(13), pages 1-16, June.

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