文章基本信息

标题：The Brand: One Of The University’s Most Valuable Asset
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作者：Andreea Muntean ; ”1 Decembrie 1918” University of Alba Iulia Lucia Cabulea ; ”1 Decembrie 1918” University of Alba Iulia Dan Danuletiu 等
期刊名称：Annales Universitatis Apulensis : Series Oeconomica
印刷版ISSN：1454-9409
出版年度：2009
卷号：2
期号：11
出版社：“1 Decembrie 1918” University of Alba Iulia
摘要：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.
关键词：brand; brand management; higher education; re-brandingpj