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The Brand: One Of The University'S Most Valuable Asset

Author

Listed:
  • Andreea Muntean
  • Lucia Cabulea
  • Dan Danuletiu

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.

Suggested Citation

  • Andreea Muntean & Lucia Cabulea & Dan Danuletiu, 2009. "The Brand: One Of The University'S Most Valuable Asset," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(11), pages 1-54.
    • Handle: RePEc:alu:journl:v:2:y:2009:i:11:p:54
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    More about this item

    Keywords

    brand; brand management; higher education; re-branding;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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