Dissertation/Thesis Abstract

University Rebranding at the Departmental Level: A Case Study
by Thompson, Christopher S., M.A., The University of North Carolina at Chapel Hill, 2018, 95; 10992400
Abstract (Summary)

Branding activities among higher-education institutions have drastically increased over the previous decades. Lower-level units such as academic departments have received little discussion about how a brand is applied to and affects the identity of such a unit. This case study sheds light on how rebranding efforts and professional communication efforts are communicated to and implemented within these lower-level units.

The strengths and weaknesses of NC State University’s 2013 comprehensive rebranding exercise are examined, especially with regard to academic departments. This case study employed in depth interviews, surveys, and a review of documents. The researcher also acted as a participant observer.

Indexing (document details)
School: The University of North Carolina at Chapel Hill
Department: Media and Journalism
School Location: United States -- North Carolina
Source: MAI 58/01M(E), Masters Abstracts International
Subjects: Social psychology, Web Studies, Higher education
Keywords: Branding, Graduate program, Group decision-making, Identity management, Recruitment, University communications
Publication Number: 10992400
ISBN: 978-0-438-47088-0
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