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Corporate Brand Management In Higher Education: The Case Of Erau, Tamilla Curtis, Russell Abratt, William Minor
Corporate Brand Management In Higher Education: The Case Of Erau, Tamilla Curtis, Russell Abratt, William Minor
Management, Marketing and Operations - Daytona Beach
There is evidence in the literature that organizations struggle to formulate and implement their corporate branding strategies. This paper aims to provide an overview of the corporate brand building process in higher education. Design/methodology/approach – A qualitative methodology was used in this study. A single case study of a private American university was used to gather information about their corporate brand building process. University administrators and documents were used to gain insights into their brand building process. Findings – The corporate brand building process addressed three key areas; web administration, program marketing and corporate brand positioning. The corporate brand building …
Internal Branding And Brand Commitment: A Quantitative Investigation Into Corporate Brand Building In A Retail Store Network, Edmund O'Callaghan
Internal Branding And Brand Commitment: A Quantitative Investigation Into Corporate Brand Building In A Retail Store Network, Edmund O'Callaghan
Conference proceedings
The aim of this quantitative study was to investigate the relationship between the perceived effectiveness of internal branding activities on brand commitment among owner managers within a retail store network of previously independent retailers. Brand commitment was hypothesized as essential for coherent and consistent corporate brand building within this context. Two new scales were developed and tested to measure internal branding and brand commitment. Perceived clarity of vision, core values and brand communications were highly correlated with strong brand commitment, while lack of perceived business supports and adequate reward systems were potential inhibitors. Interalia, findings validate the significance of internal …