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Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology

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  • Robert Williams
  • Collins Osei
  • Maktoba Omar

Abstract

As Higher Education Institutions (HEI) become more marketised and increasingly promotionalised, brand building gains in intensity and names become increasingly important. This conceptual paper plans to explore the application of the Renaming Process Model which depicts the key components that impact the organization brand renaming process, regarding the renaming of the African HEI Kwame Nkrumah University of Science and Technology (KNUST). This work will not only apply the model to a service organization renaming, but will investigate it in terms of its relationship to nation branding regarding the potential to rebrand Africa such that its virtues would be widely communicated to the international community, to enhance the brand equity of the continent. Additionally, the individual African country's ability to create brand awareness, unique competitive identity and customer loyalty is crucial in today's competitive global environment, thus the role of renaming one of its most important and visible institutions will be explored.

Suggested Citation

  • Robert Williams & Collins Osei & Maktoba Omar, 2012. "Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 71-81, June.
    • Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:71-81
    DOI: 10.1080/08841241.2012.705795
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    References listed on IDEAS

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    1. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.
    2. World Bank, 2002. "Constructing Knowledge Societies : New Challenges for Tertiary Education," World Bank Publications - Books, The World Bank Group, number 15224.
    3. K. Zeugner-Roth & A. Diamantopoulos & M. Angeles Montesinos, 2008. "Country image, country brand equity and consumer's product preferences: an empirical study," Post-Print hal-00787424, HAL.
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    Cited by:

    1. Mona Fairuz Ramli & Salniza Md. Salleh, 2015. "Factors Contributing to Brand Loyalty towards Malaysia Higher Educational Institutions," Journal of Education and Vocational Research, AMH International, vol. 6(3), pages 22-29.
    2. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.
    3. Ravi K. Jillapalli & Regina Jillapalli, 2014. "Do professors have customer-based brand equity?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 22-40, June.

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