Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding

Watkins, Brandi; Gonzenbach, William J.

doi:10.1080/08841241.2013.805709

Cited by 112 publications

(74 citation statements)

References 33 publications

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“…Despite its importance, little empirical research on branding is directly relevant to the higher education sector (Watkins & Gonzenbach, 2013). The few empirical studies focus on branding policies (Hemsley-Brown & Goonawardana, 2007), brand personality (Watkins & Gonzenbach, 2013), corporate brand identity and management (Balmer, Liao, & Wang, 2010), and corporate brand identification (Balmer & Liao, 2007;Stephenson & Yerger, 2014). Other contributions have been more theoretical in nature, for example, discussing educational brand ecosystems (Pinar, Trapp, Girard, & Boyt, 2011), the emergence of brand identities (Lowrie, 2007), and the concept of successful education brands (Chapleo, 2005).…”

Section: Branding In Higher Educationmentioning

confidence: 99%

Section: Branding In Higher Educationmentioning

confidence: 99%

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Brand identification in higher education: A conditional process analysis

Palmer

Koenig‐Lewis

Asaad

2016

Journal of Business Research

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The study makes important theoretical contributions to the branding literature by emphasizing the mediating role of brand identification and by examining the moderating effects of time on these variables. The results also inform marketing of higher education, suggesting that universities which focus on offering great academic experiences to their students will be more effective in developing strong brand identification over time which in turn leads to greater brand loyalty and brand support.

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Section: Branding In Higher Educationmentioning

confidence: 99%

Section: Branding In Higher Educationmentioning

confidence: 99%

Brand identification in higher education: A conditional process analysis

Palmer

Koenig‐Lewis

Asaad

2016

Journal of Business Research

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“…As noted above, higher education sector has much to gain from the benefits of successful branding, which is already well established in the private sector, but more research is needed that specifically relates to the branding efforts of public sector organizations, such as non-profit colleges and universities (Watkins and Gonzenbach, 2013). In our recent work, we have incorporated concepts from the strategic management literature to the brand management in higher education.…”

Section: Brand Ambidexteritymentioning

confidence: 99%

“…This competition drives the need for universities to focus on clearly articulating and developing their brand (Hemsley-Brown and Goonawardana, 2007). The higher education sector has much to gain from the benefits of successful branding, which is already well established in the private sector, but more research is needed that specifically relates to the branding efforts of public sector organizations, including non-profit colleges, public and private universities (Watkins and Gonzenbach, 2013). For example, traditional branding concepts such as identity, image, and reputation are just some of the many branding ideas that are becoming increasingly important, as both organizations and managers are eager to develop distinctive identities, improve images, and enhance reputation in this highly competitive global environment.…”

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confidence: 99%

Five areas to advance branding theory and practice

Melewar¹,

Nguyen

2014

J Brand Manag

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Copyright and moral rights to this thesis/research project are retained by the author and/or other copyright owners. The work is supplied on the understanding that any use for commercial gain is strictly forbidden. A copy may be downloaded for personal, non-commercial, research or study without prior permission and without charge. Any use of the thesis/research project for private study or research must be properly acknowledged with reference to the work's full bibliographic details.This thesis/research project may not be reproduced in any format or medium, or extensive quotations taken from it, or its content changed in any way, without first obtaining permission in writing from the copyright holder(s).If you believe that any material held in the repository infringes copyright law, please contact the Repository Team at Middlesex University via the following email address:eprints@mdx.ac.ukThe item will be removed from the repository while any claim is being investigated. In this commentary, we aim to put forward suggestions and ideas for further research in brand management; ideas, which we believe will have an impact on the way branding is researched and practiced by both academics and practitioners alike. We will focus on the future of branding in the following areas, inspired by our own work in the field: (1) branding in higher education, (2) branding in Asia Pacific, (3) brand ambidexterity, (4) brand innovation on social media, and (5) brand likeability. Branding in Higher EducationAs evidenced by our recent special issue on branding in higher education in Journal of Business Research and several calls for book chapters by our colleagues, we believe that branding in higher education will continue to be more important, not just

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“…Brand also has become imperative to gain customer loyalty and the long term survival and development of businesses, and educational institutions are no exception (Chen & Chen, 2014). Many past studies highlighted the necessity for research to capture the outputs that comes from establish branding and how it practically match with HEIs context (Watkins & Gonzenbach, 2013;Dholakia & Acciardo, 2014;Goi et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

University Enrolment Intentions From Students’ Viewpoint

Zahari¹

2018

The European Proceedings of Social and Behavioural Sciences

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The purpose of this study is to examine the effect of brand equity dimensions and university ranking on students' enrolment intentions. To achieve this objective, this study was able to obtain 200 respondents from the National Energy University's by using a simple random sampling method. The partial least squarestructural equation modeling (SmartPLS) 3.0 was applied to analyse the data in this study. The data then was tested with two major analyses namely a measurement model and a structural model. The results indicate that the two dimensions of brand equity such as brand association and perceived quality have positive relation to students' enrolment intentions. In addition, university ranking has shown a positive influence on students' enrolment intentions at the National Energy University. However, brand awareness has no significant influenced on students' enrolment intentions. The findings in this study may help the National Energy University to craft a right marketing strategy in a way to recruit future students and competing against its rivalry.

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Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding

Cited by 112 publications

References 33 publications

Brand identification in higher education: A conditional process analysis

Brand identification in higher education: A conditional process analysis

Five areas to advance branding theory and practice

University Enrolment Intentions From Students’ Viewpoint

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