Corporate brand management in higher education: the case of ERAU
Abstract
Purpose
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 process was conducted in four phases and a description of these phases is provided.
Research limitations/implications
As this is a single case study further research will be needed to test the validity of the research findings by using other higher education institutions as samples.
Originality/value
The corporate brand building process has been described and will be of use to all higher education institutions as well as other organizations wishing to build their corporate brand.
Keywords
Citation
Curtis, T., Abratt, R. and Minor, W. (2009), "Corporate brand management in higher education: the case of ERAU", Journal of Product & Brand Management, Vol. 18 No. 6, pp. 404-413. https://doi.org/10.1108/10610420910989721
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited