共查询到20条相似文献，搜索用时 15 毫秒
1.
Sheila Furey Paul Springer Christine Parsons 《Journal of Marketing for HIGHER EDUCATION》2014,24(1):99-121
Branding is now widely used by higher education (HE) institutions, yet questions still surround the transference of private sector concepts to a university context. This article reports on findings from studies that investigated the brand promises of four UK universities – one from each of the HE ‘mission groups’. The evidence indicated that, contrary to existing published presumptions, there is considerable potential for the application of branding in HE, but in differing and nuanced ways. Clear branding themes emerged across the cases such as environment, experiences, aspiration, and global positioning. While these enabled the universities to position their brands with distinction, the overriding method used across the cases – and the key point of differentiation – proved to be the presence of a core brand promise. 相似文献
2.
Branding is a phenomenon that has become increasingly common in higher education over the last few years. It entails defining the essence of what a university “is”, what it “stands for”, and what it is going to be known for, requiring precision and consistency in the formulations as well as internal commitment to the brand. This article details what happened in the process of defining the essence of a regional university in Northern Norway. Addressing the challenges, the article reveals that the notions of consistency, precision, and commitment generated resistance from faculty members and made the process very difficult to fulfill. An important finding is that a university may be too complex to be encapsulated by one brand or identity definition. The article describes this process, explains the reasons for the difficulties, and discusses some implications for higher education branding. 相似文献
3.
Jelle Mampaey Vanja Schtemberg Jos Schijns Jeroen Huisman Arild Wæraas 《高等教育研究与发展》2020,39(2):230-243
ABSTRACTMost studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand. Drawing on the theoretical concept of discursive legitimation, we explore the strategies that contribute to an internally supported new brand with student diversity as brand value. We conducted a case study of a Flemish university college that has (largely) succeeded in achieving internal support for its new external brand of student diversity. Analyzing the case from the perspective of Critical Discourse Analysis, we specifically zoomed in on the dialectical tensions underlying the discursive legitimation of this new brand. We identified three specific tensions, which illustrate the inherent complexity of the internal branding process: authorization as (dis)empowerment, normalization as (dis)empowerment and moralization as (dis)empowerment. 相似文献
4.
大学品牌:中国高等教育发展新视野 总被引：1，自引：0，他引：1
随着全球化进程的加快,高等教育进入品牌竞争的领域,建设品牌大学已经成为中国高等教育发展的重要战略拳措.大学品牌塑造必须以先进文化为统领,进行目标定位与特色选择;整合理念识别系统,建立大学品牌精神文化;完善行为识别系统,规范大学品牌制度;运用视觉识别系统,创设大学品牌形象. 相似文献
5.
世界高等教育的发展过程中, 私立高等教育扮演着重要的角色。我国也不例外。在中国, 私立(民办) 高校于二十世纪九十年代后开始复兴并发展。但其命运和战略前景, 尚需探讨。我国私立(民办) 高校的未来要从依附于公办高校的“盛名”和“支撑”而生存的现状中完全解脱出来, 只有创建自主品牌, 才能提高自身竞争力; 民办高校只有实施自主品牌战略, 才能促进其持续性发展。 相似文献
6.
论大学品牌战略及其经营管理策略 总被引：1，自引：0，他引：1
田汉族 《湖南师范大学教育科学学报》2011,10(4):39-43,47
随着我国高等教育大众化、国际化的进程加快,战略管理在大学发展中发挥着越来越重要的作用,品牌战略已成为大学可持续发展的一种重要战略。实施品牌战略,需要大学在市场调研和SWOT分析基础上科学定位;成立专门组织,制订大学品牌战略规划;运用UIS设计与塑造大学形象,增强大学品牌的文化品味;提高教育服务质量,保证大学品牌的卓越品质;运用营销策略,积累大学的品牌资产。 相似文献
7.
大学品牌的出现和大学品牌之间的竞争,成为我国高等教育大众化的重要标志,大学品牌的建设和培育是一个长期的探索过程。进行大学品牌定位是大学品牌建设与培育的起点和终点;培育大学品牌资本是大学品牌建设与培育的核心和关键;加强创新与管理是大学品牌建设与培育的重要保障。 相似文献
8.
吕嬴 《天津成人高等学校联合学报》2014,(6):28-31
在经济全球化的背景下,企业越来越重视差异化竞争优势的开发,以稳固其市场地位。这种差异化竞争优势的建立逐渐从有形资产向无形资产转化,即品牌化。由于面临的最终顾客的差异,在转化过程中B2B企业面临的困难远大于B2C企业。文章通过对要素品牌战略的研究,为B2B企业提供了品牌化的有效途径。在阐述了要素品牌战略的形成背景和概念后,确定了要素品牌的动机,即以要素品牌或成分品牌为中心,它与最终产品生产商结成联盟以便为要素品牌建立品牌知名度,从而通过价值链产生拉动效率。从而进一步分析出该战略的实施要求与基本条件。 相似文献
9.
Gerardo Blanco Ramírez 《International journal of qualitative studies in education》2016,29(2):186-204
Amidst global competition in higher education, colleges and universities adopt strategies that mimic and adapt business practices. Branding is now a widespread practice in higher education; multimodal advertisement is a manifestation of emerging branding strategies for universities. While the visibility of brands in higher education has grown substantially in recent years, its empirical study has lagged. This article reports on the findings from a study that employed social semiotic and multimodal analysis to explore text and visual rhetoric as brand construction strategies in publicly displayed university advertisements. After analyzing photographs representing advertising campaigns from 16 different universities displayed in an urban public transportation system, I suggest that universities construct their brand identity through messages that emphasize multiple choices and convenience, but construct success primarily according to corporate standards and values. 相似文献
10.
The current study endeavours to find out whether there is a relationship between university academics’ competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate students in Malaysian universities using a structured questionnaire. Results of analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) revealed there is a significant relationship (total effect) between academics’ competence and customer-based brand equity. We found that the path from competence to brand equity goes through trust, likability, and commitment. Given the growing popularity of higher education in the new millennium and important role of academics in leading students to success, findings of the present study can enhance our understanding of academics’ branding and universities’ overall image. The implications and contributions of the study to university administrators and academics are discussed. 相似文献
11.
William Yat Wai Lo 《Globalisation, Societies & Education》2013,11(4):459-478
This paper argues that global university rankings can be understood as a mechanism upholding Taiwan's interests in light of cross-national analysis of university ranking and recent discussion on regionalisation of higher education in Asia. To draw an analytical framework, it begins by delineating a conceptualisation of university ranking, in which ranking exercises are seen as a form of institutions in the globalised field of education politics and policy. In anticipation of the emergence of the Greater China higher education region, the paper suggests that global university ranking can be used as a zoning technology to form an imaginary line of cultural and academic sovereignty, and to affect university strategies and government policies. This analysis not only explains how global university rankings can be used to uphold interests of Taiwan's higher education, but also sheds light on the way to constitute subjectivity in the process of regionalisation of worldwide higher education. 相似文献
12.
民办高校品牌经营与策略 总被引：2，自引：0，他引：2
学校品牌是学校的一种无形资产,学校品牌能反映学校经营水平。民办高校品牌经营不仅是高等教育自身发展的必然要求,也是民办高校生存发展的必然要求。本文主要对民办高校品牌概念进行界定,对品牌经营必要性、品牌经营途径和策略等问题进行研究。 相似文献
13.
International University Education: An Australian Perspective 总被引：1，自引：1，他引：0
Chris Chapleo María Victoria Carrillo Durán Ana Castillo Díaz 《Journal of Marketing for HIGHER EDUCATION》2013,23(1):25-46
This paper attempts to explore the effectiveness of UK universities' websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of 20 UK universities were investigated by using a combination of content and multivariable analysis. Results indicated ‘traditional values’ such as teaching and research were often well communicated in terms of online brand but ‘emotional values’ like social responsibility and the universities' environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation. 相似文献
14.
大学品牌度构成要素分析 总被引：1，自引：0，他引：1
王文鹏 《河南科技学院学报》2010,(5):74-78
立足于高等教育市场的需求,创建大学品牌,提高竞争力已成为我国大学发展的迫切要求。文章首次提出用大学品牌度作为大学品牌的评价方法,论证了大学品牌度评价指标体系构成要素的确定原则,从大学功能性要素和资源性要素两个方面对大学品牌度的构成要素进行了分析。 相似文献
15.
Universities in a capitalistic society have been expected to produce graduates for the labour market which in turn contributes to the economic development of the nation. In today's environment where the social spending on education grows faster than the economy, it becomes increasingly difficult for the education system to maintain an existing level of provision. Hence, institutions are required to legitimate themselves through the value they provide. The capitalistic process in Hong Kong has generated the demand for lifelong learning in the higher education system. The resulting evolution of the system has compelled the policy makers of higher education to redefine the purpose of higher education and re-evaluate the university management. This paper discusses Liu's (1997) holistic approach of evaluating and planning for the university academic programmes as well as building an ‘enterprise culture’ at the institutional level with a Hong Kong case analysis. When strategically planning for the future in a volatile and transient environment, university management plays an important role in integrating continuing professional education (CPE) and mainstream academic programmes and in cultivating a market-oriented ‘institutional enterprise-culture’ which responds to environmental changes more proactively. 相似文献
16.
品牌专业信息化建设是高校教育信息化的主要内容之一,是品牌专业建设的重要平台,对于树立品牌专业优势地位,提升专业核心竞争力都具有重要的现实意义。以江苏省首批认定的112个品牌专业的信息网站为研究对象,分别从信息化网站建站状况、网站内容、网站信息资源评价等方面入手,对其进行综合分析,并结合高校教育信息化的要求,可以为品牌专业加强信息化建设提供相应的策略。 相似文献
17.
文章以现象描述的方式,从四个方面呈现了当代大学校园文化生活的一般状态。文章认为,由于大众化及市场化等因素影响,大学校园文化的很多体验发生了变化。市场化所引起的身份焦虑导致大学理念逐渐衰落;考试和考证文化超过了探究的兴趣;师生之间的影响更多地让位于同伴;物质条件改善并没有带来闲暇的心境。大学校园文化的教育和社会引领价值正面临着严峻的考验。 相似文献
18.
Gholamreza Arabsheibani 《Higher Education》1988,17(6):637-646
Before 1952 university education in Egypt was generally for the wealthier classes because the universities charged fees and only the richer families could pay those fees. For less wealthy families payment was more difficult, not only because of the direct cost of higher education, but also because of the high opportunity cost of sending children to study. After the 1952 revolution the Egyptian government introduced free education at all levels and encouraged those who wanted to further their education to enter universities. Thus elitism was eradicated from Egyptian higher education. This paper uses data from a sample of Egyptian university students and analyses the determinants of secondary school choice and the factors likely to affect secondary school certificate marks. In particular we are interested in the effect of family background, represented here by father's occupation.The results suggest that individuals with fathers in higher occupational categories tend to go to private schools rather than public schools. They also tend to choose general schools rather than technical or Koranic schools. In turn, high social background as well as attendance at a private school, have a positive and significant effect on examination marks. These findings are alarming because Egypt has a rate of increase in population of over 2% and the supply of university places will therefore have to be rationed. The most likely screening factor would be examination results and as a consequence Egyptian universities may in the future become elitist once more. 相似文献
19.
Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model? to assist in tracking the fluxing nature or historical patterns of branding practices, and provides a graphic representation for following changes in branding or changes in position that result in either Reinforcing an existing brand, or Revitalizing, Refocusing, Renaming, or Retiring a brand. Through a case analysis of an HEI that eventually underwent a radical renaming, the various phases of the Brand Flux Model? are explored and the critical aspect of ongoing brand management efforts is reinforced. The paper also highlights why periodic brand audits are necessary to ascertain that what the institution believes it is promoting and projecting is consistent with the actual brand image held by stakeholders, and suggests that benchmarking brand management efforts and correlating them with the stage and actions of the Brand Flux Model? can assist in understanding branding as a growth platform for service organizations. For practitioners, this study provides a model to assist in brand management and renaming scenarios, and offers insight into channels for optimal corporate strategy. It demonstrates that making changes in branding or changes in position in order to Revitalize, Refocus (rebrand and reposition) or even Rename a brand, and then Reinforce those decisions, is critical to maintaining brand health. 相似文献
20.
《British Journal of Educational Studies》2012,60(2):203-205
Abstract Academics are confronted with multiple and conflicting narratives as to what it is to be an academic. Their identities, however, are not entirely of their own making. Through a qualitative study, and deploying a social realist perspective, this paper analyses academic identities in Chile and attempts to locate the patterns of identity in the context of a marketised higher education system. The data were collected in both a state and a private university. The results suggest that distinct kinds of fragilities may be emerging among Chilean academics (ontological and contractual fragilities). These two fragilities can be traced to the attendant structures of the university system at an institutional level (reputational fragility in the public sector and a branding fragility in the private sector). The paper concludes by observing that, although the power of the structures is considerable, there are still spaces for agentic responses. 相似文献