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The Implications Of A University Brand: Institutional Brand Alignment And The Experience Of Honors Students Attending Clemson University, Lori Pindar

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In this research, the process by which honors students interact with the institutional brand and become part of their university is examined. Branding and the brand experience is the process by which institutions differentiate themselves from other competing organizations. It was assumed that the degree to which honor students consume the brand impacts not only how they understand their student identity on campus but also their beliefs about their education, their campus community, and their own intellectual and social development. A single-site case study approach was employed to illuminate and provide an in-depth description and analysis of the effects of …