An exploration of the concept of branding in the higher education sector
Student thesis: Doctoral Thesis
My research has concentrated on exploring branding in the university context and in particular on examination of the factors affecting the conceptualisation and management of brands, with a view towards identifying brand values applicable to the specific qualities of higher education. This, it is envisaged, will contribute to knowledge in terms of advancing understanding of a gap in the literature (the lack of research conceived specifically for branding educational organisations) as well as informing practice in what is a contemporary and sometimes contentious topic.
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