Academic Brands PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Academic Brands PDF full book. Access full book title Academic Brands by Mario Biagioli. Download full books in PDF and EPUB format.
Author: Mario Biagioli
Publisher: Cambridge University Press
ISBN: 110889819X
Category : Law
Languages : en
Pages : 247
Get Book
Book Description
The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.
Author: Mario Biagioli
Publisher: Cambridge University Press
ISBN: 110889819X
Category : Law
Languages : en
Pages : 247
Get Book
Book Description
The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.
Author: Mario Biagioli
Publisher: Cambridge University Press
ISBN: 1108841376
Category : Law
Languages : en
Pages : 247
Get Book
Book Description
Explores the rise of the brand as a medium through which the modern university represents and remakes itself.
Author: Jason W. Lee
Publisher:
ISBN: 9781531000066
Category : Branding (Marketing)
Languages : en
Pages :
Get Book
Book Description
"Brand management is of great importance in the ever-changing landscape of higher education as institutional branding considerations aimed at differentiating and reinforcing and cultivating a specific brand identity seeks to address brand cultivation barriers. How universities craft and disseminate the institutional messages, fused with the capability to capitalize on branding opportunities and counter challenges, can dynamically impact public perception. In today's higher education landscape, brand perception serves as an instrumental role in the reputational and financial robustness-and ultimately, the long-standing success of higher education institutions"--
Author: Mario Biagioli
Publisher:
ISBN: 9781108881920
Category : LAW
Languages : en
Pages :
Get Book
Book Description
"The study of academic brands intersects trademark law with critical university studies around questions both empirical and conceptual, from very mundane things like universities' trademark policies and lawsuits over t-shirts and hoodies carrying university insignia all the way to the cultural, political, and economic tensions that frame the conflicted identity of the modern university. Straddling the line between knowledge and business, public and private, or between its local ties to the state and its reach toward the global economy of higher education, the modern university seems to have found in brands a tool to construct a coherent and attractive image, if perhaps only skin deep, of itself, its role, and its "excellence." These are developments that can be fully grasped only by bringing multiple disciplinary perspectives to focus on them, from legal studies to the humanities and the social sciences"--
Author: Sidney J. Levy
Publisher: SAGE
ISBN: 9780761916970
Category : Business & Economics
Languages : en
Pages : 612
Get Book
Book Description
This volume assembles all Sidney J. Levy's and his collaborators significant essays and studies in the field of marketing. His work includes marketing's role in management, how managers develop products and brands and how the marketplace is studied.
Author: Barbara E. Kahn
Publisher: University of Pennsylvania Press
ISBN: 1613630255
Category : Business & Economics
Languages : en
Pages : 133
Get Book
Book Description
The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.
Author: Martin Kornberger
Publisher: Cambridge University Press
ISBN: 0521898269
Category : Business & Economics
Languages : en
Pages : 329
Get Book
Book Description
A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.
Author: John Philip Jones
Publisher: SAGE
ISBN: 9780761912439
Category : Business & Economics
Languages : en
Pages : 408
Get Book
Book Description
With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
Author: Del Pino, Ariana Daniela
Publisher: IGI Global
ISBN: 1799849317
Category : Education
Languages : en
Pages : 340
Get Book
Book Description
As higher education institutions adapt to an increasingly digital world, it is imperative that they adopt technological techniques that allow them to establish a digital presence. Academic e-branding involves managing a university’s brand and image to promote and build the reputation of the institution, especially in regards to its student and faculty research and achievements. Without a solid digital presence, higher education institutions may struggle to remain competitive. Improving University Reputation Through Academic Digital Branding is a critical scholarly publication that explores digital branding and its role in establishing the reputation of academic institutions and programs. Featuring a range of topics including digital visibility, social media, and inclusive education, this book is ideal for higher education boards, brand managers, university and college marketers, researchers, academicians, practitioners, administrators, and students.
Author: Byron Sharp
Publisher: OUP Australia & New Zealand
ISBN: 9780195573565
Category : Business & Economics
Languages : en
Pages : 246
Get Book
Book Description
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
