Strategic Brand Management in Higher Education (Paperback, 1)

Chapter 1: Introduction to Strategic Brand Management in Higher EducationBang Nguyen, TC Melewar, and Jane Hemsley-BrownPART I: STRATEGYChapter 2: Co-creating brand identity: The case of UK higher educationJulie Robson, Sanjit Kumar Roy, Chris Chapleo and Hsiao Sophie Yang Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefsClaudia SimoesChapter 4: Brand leadership and brand support: Influencing employees via internal brandingNarissara Sujchaphong and Pakorn SujchaphongChapter 5: Competition in higher educationFrancesca Pucciarelli and Andreas KaplanPART II: PLANNINGChapter 6: Corporate brand communication in higher educationElif Karaosmanoglu and Gulberk Gultekin Salman Chapter 7: Corporate design: What makes a favourable university logo?Pantea Foroudi and Bang NguyenChapter 8: Brand image and reputation development in higher education institutionsAdele Berndt and Linda D. Hollebeek Chapter 9: Co-creation of value: A customer-integration approachTim Hughes and Ian BrooksPART III: MEASUREMENTChapter 10: Measuring higher education brand performance and brand impact Chris Chapleo and Louise SimpsonChapter 11: Building a trustworthy university brand: An inside-out approachSanjit Roy, Saalem Sadeque and Sathyaprakash Balaji MakamChapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intentionSharifah Faridah Syed Alwi and Norbani Che-HaChapter 13: Evaluating branding scales in higher educationLesley Ledden, Stavros P. Kalafatis and Ilia ProtopapaChapter 14: Conclusion to Strategic Brand Management in Higher EducationBang Nguyen, TC Melewar, and Jane Hemsley-Brown