A study of corporate branding in a higher education institution in the 21st century

Within the corporate branding and Higher Education (HE) literature there are few studies which explore university branding, particularly in more specialist university departments. While corporate branding has been conducted in a number of different commercial settings, this is the first study of its kind to conduct research into corporate branding in a specialist area of education in a university. This research study therefore attempts to address this gap in knowledge by exploring the different interpretations of corporate branding, and its implementation, in the context of a post-92 University, and more specifically in an education department particularly in relation to its teacher training provision. Corporate branding is an important topic as the marketplace for universities is becoming increasingly competitive and there are key components of corporate branding that can provide an organisation with a competitive edge. It is felt that understanding these components, and how they relate to corporate branding in a university, will alleviate some of the confusion that exists in the literature. Useful recommendations are provided for the HE sector and to the wider service sector, particularly in terms of policy and professional practice.

Name dc:type.qualificationname

edd

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

Nottingham Trent University

Year dc:date.issued

2014

Author dc:creator

• Spry, LM

Language dc:language

en