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Applying brand management to higher education through the use of the Brand Flux Model-super-™ - the case of Arcadia University

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  • Robert L. Williams
  • Maktoba Omar

Abstract

Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model-super-™ to assist in tracking the fluxing nature or historical patterns of branding practices, and provides a graphic representation for following changes in branding or changes in position that result in either Reinforcing an existing brand, or Revitalizing, Refocusing, Renaming, or Retiring a brand. Through a case analysis of an HEI that eventually underwent a radical renaming, the various phases of the Brand Flux Model-super-™ are explored and the critical aspect of ongoing brand management efforts is reinforced. The paper also highlights why periodic brand audits are necessary to ascertain that what the institution believes it is promoting and projecting is consistent with the actual brand image held by stakeholders, and suggests that benchmarking brand management efforts and correlating them with the stage and actions of the Brand Flux Model-super-™ can assist in understanding branding as a growth platform for service organizations. For practitioners, this study provides a model to assist in brand management and renaming scenarios, and offers insight into channels for optimal corporate strategy. It demonstrates that making changes in branding or changes in position in order to Revitalize, Refocus (rebrand and reposition) or even Rename a brand, and then Reinforce those decisions, is critical to maintaining brand health.

Suggested Citation

  • Robert L. Williams & Maktoba Omar, 2014. "Applying brand management to higher education through the use of the Brand Flux Model-super-™ - the case of Arcadia University," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 222-242, December.
  • Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:222-242
    DOI: 10.1080/08841241.2014.973471
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    Cited by:

    1. Wilson, Elizabeth J. & Elliot, Esi A., 2016. "Brand meaning in higher education: Leaving the shallows via deep metaphors," Journal of Business Research, Elsevier, vol. 69(8), pages 3058-3068.
    2. Leroy Robinson, 2017. "Embracing online education: exploring options for success," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 99-111, January.
    3. Felicitas M. Brech & Uwe Messer & Brian A. Vander Schee & Philipp A. Rauschnabel & Bjoern S. Ivens, 2017. "Engaging fans and the community in social media: interaction with institutions of higher education on Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 112-130, January.

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