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.
|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|
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