Selling college: a longitudinal study of American college football bowl game public service announcements

Using ideological analysis as a frame, researchers analyzed institutionally created commercials (PSAs) that appeared in 28 U.S. college football bowl games over a seven-year period (2003–2009) to better understand the universities' brands as represented in these advertisements. They found many common elements such as showing traditional architectural elements (e.g., clock towers, grounds), highlighting areas of institutional excellence (e.g. rankings), and connecting attendance to the achievement of grandiose goals (e.g., “changing the world”). In spite of these similarities, there were also areas of difference (e.g., unique topographies, alumni) to differentiate institutions from one another. In addition, even though consistency is a hallmark of successful brands, some institutions shifted their narratives from year to year. Future research should explore the effects of these differences on the development of the brand, the role these advertisements play in the larger marketing campaigns, and if these spots contribute to students' expectations of the institutions.     

Price leadership strategy or branding strategy:an empirical test of indigenous Chinese exporters

The effects of price leadership strategies and branding strategies on the export performance of indigenous Chinese exporters with a focus on developing country markets and developed country markets are examined based on the principles of strategy-environment co-alignment and marketing segmentation theory. Findings suggest that when focusing on developing country markets, the use of a branding strategy is more likely to enhance export performance. When focusing on developed country markets, neither the use of a price leadership strategy nor the use of a branding strategy enhances export performance. Finally, theoretical and managerial implications of the findings are discussed.     

研究型大学继续教育品牌化建设研究——以浙江大学继续教育学院为例

本研究通过调研国内外继续教育工作现状和发展,以浙江大学继续教育学院为例,分析继续教育工作的内外部环境,结合实际情况,从战略上精准定位,梳理品牌化建设思路,提出继续教育品牌化建设的重点和具体措施,推进继续教育工作以质量和品牌为导向的内涵式发展。     

论高职院校差异化与品牌化运营模式

面对未来竞争形势,高职院校既不能沦为＂高级中专＂的角色,也要打破＂本科院校替补者＂的尴尬局面,任重道远。突围之路既在于确立差异化办学理念,实施提前式人才培养、推进学生向职业人角色的转变,也在于引入品牌化运营思维,推广学校品牌、塑造校长品牌、打造明星化师资团队和整合传播校园文化。     

关于旅游商品生产企业实施品牌战略的思考

购物是旅游活动的六大要素之一,在国际旅游中旅游购物收入在旅游创汇中占有极其重要的地位。然而,我国旅游购物跟国际相比还有很大差距,旅游商品市场也存在诸多问题,旅游商品生产企业极不成熟,其竞争行为处于低层次的价格竞争而非产品质量和品牌竞争,这严重地阻碍了我国旅游商品的发展乃至整个旅游行业有序、健康地成长壮大。分析了目前旅游商品生产存在的问题,提出旅游商品生产企业应积极实施品牌产品战略,并对实现品牌战略的途径进行了分析论述。     

学报编辑应走出一个误区

目前,在高校学报办刊中,有的高校学报编辑在办刊理念上存在着一个误区,即以所谓的“特色”代替前沿学科,或以“某一栏目的设置”代替品牌,而不考虑它是否持之以恒地一以贯之地传播最新学术研究成果与学术信息,是否反映学术前沿的最新动态。因此,澄清混乱,走出误区,非常有利于高校学报健康快速的发展。     

Publishing in Chains: Scholarly Serials,Supply Chains,and Certification

Paul Duguid discusses the role of brands in supply chains, specifically in publishing and academia. He explains how brands are important in controlling any supply chain, as well as why and when brands appear and become important. He concludes with a discussion of how the Internet has changed the branding of supply chains, including the publishing supply chain, and why supply chains continue to endure. Duguid's presentation was followed by a short question and answer period.     

A Clearer Picture

As journalists continue integrating social media into their professional work, they wrestle with ways to best represent themselves, their organizations, and their profession. Several recent studies have examined this trend in terms of branding, raising important questions about the changing ways in which journalists present themselves and how these changes may indicate shifts in their personal and professional identities. This study combines a visual content analysis of the images journalists use in their Twitter profiles with analyses of their profile text and tweets to examine how journalists present themselves online with an eye toward individual and organizational branding. Findings indicate journalists choose a branding approach and apply it consistently across their profiles, with most profiles consisting of a professional headshot while notably lacking organizational identifiers such as logos. Journalists also tend to lean toward professional rather than personal images in their profile and header photographs, indicating a possible predilection for professional identity over personal on social media.     

Changing the Name of a Major University: A Case Study and How-To Guide

There is nothing more exciting for a school than taking on a new name that is more reflective of what the institution has become. Many schools have changed names from “College” to “University” or have been renamed for prominent individuals. On August 28, 2005, Southwest Missouri State University officially became Missouri State University. This change was 20 years in the making and did not happen without a tremendous amount of effort on the part of administrators, faculty, students, alumni, and many elected officials at all levels of government. Though seemingly a simple thing, implementing the name change was anything but. This case study explains the steps taken to complete the transition, including the important branding decisions made along the way. It also provides a detailed guideline for other schools facing similar challenges.     

Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding

For colleges and universities whose survival depends on external stakeholders, developing a strong brand should be an important component of their marketing strategy. University brand managers could benefit from developing a better understanding of how consumers interact with their brand in order to develop more effective recruiting material, advertisements, and other marketing efforts. The current study applies the concept of brand personality to university academic and athletic logos and examines subsequent relationships between the perceived brand personalities. Results of an online survey indicate that competence is a brand personality dimension mostly associated with academic logos, and excitement is the brand personality dimension mostly associated with athletic logos.