THE BRAND: ONE OF THE UNIVERSITY’S MOST VALUABLE ASSET
Journal Title: Annales Universitatis Apulensis series Oeconomica - Year 2009, Vol 11, Issue 2
Abstract
In today’s higher education landscape, college and university leaders may well consider principles of brand management to assure their positions vis-à-vis their competitors. Although considerable differences between higher education and product brands exist, there are sufficient similarities to warrant a foray into issues of brand management. Higher education leaders may derive guidance to manage effectively what may be the most important intangible asset a college or university owns—its long-term image and bundle of core meaning. In this paper we discuss issues related to brand management and strategies for re-branding in higher education, with a case study at ”1 Decembrie 1918” University of Alba Iulia.
Authors and Affiliations
Andreea Muntean, Lucia Cabulea, Dan Danuletiu
Keywords
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