APPLYING BRAND MANAGEMENT TO HIGHER EDUCATION THROUGH THE USE OF THE BRAND FLUX MODEL~(TM): THE CASE OF ARCADIA UNIVERSITY

摘要

This study acknowledges the need for brand management at an HEI in order to address an increasingly competitive reality. As an understudied area, this primary research case provides a model to assist in understanding the role of branding as a growth platform for service organizations; the management of the brand flux process; as well as new research on "Corporate" renaming.