|
ISSN: 2344 - 102X
ISSN-L: 2344 - 102X
Our journal is currently indexed in the following databases:
|
| |
Article from Volume 6, Number 3, Year 2018| CORPORATE REBRANDING AS A MANAGEMENT STRATEGY FOR BRAND IMAGE IN THE UNIVERSITY | 
Download | | Author(s): Adedoyin Rasaq Hassan, Mustapha Tosin Balogun | | DOI: 10.4316/EJAFB.2018.635 | | Abstract: Every University is unique in terms of profile, organizational structure, organizational culture, developmental stages, resources availability, politics, strategic goals, different faculties and other different issues. It is expected that the Management of Universities create a social, friendly and academic atmosphere that will enhance the interplay between the Management and other stakeholders in the building of a formidable corporate brand. Unfortunately, when multiple crisis happens, the Management of University reputation is at stake. Hence, the need for rebranding. This paper theorizes the effects of corporate rebranding on brand image in Lagos State University from a social constructionist point of view. With the aid of taxonomy of brand perspectives and the theory of Social construction, this paper was able to analyze labor relations, Management policies and brand image to conclude that continuous communication of information to stakeholders via formal and informal signals is very vital in creating formidable corporate brand image. Also, improved service quality and good public relations are very important for the development and management of University brand image. | | Keywords: University, Branding, Brand Image, Social Construction, Brand Perspectives | References:
Books
1. Berger, P. And Luckmann, T. (1967). The Social Construction Of Reality, Penguin, London;
2. Bourdieu, P. (1989). Distinction. A Social Critique Of The Judgment Of Taste, Routledge, London.
3. Conklin, J. (1992). Capturing Organisational Memory’, In D. Coleman (Ed.), Groupware192, Los Altos, CA
4. Davies, G., Chun, R., Da Silva, R.V., & Roper, S. (2003). Corporate Reputation And Competitiveness, Routledge, London;
5. De Chernatony, L., & Mc Donald, M. (2005). Creating Powerful Brands. Elsevier, Oxford UK.
6. Dowling, G. (2001). Creating Corporate Reputations. Oxford University Press, Oxford;
7. Gergen, K. (1999) An Invitation To Social Construction. London: Sage.
8. Gergen, K.J. (1994) Realities And Relationships: Soundings In Social Construction, Cambridge, MA: Harvard University Press.
9. Hackling, I. (1999). The Social Construction Of What: Harvard University Press, Massachusetts.
10. Hechter, M. And Horne, C. (2003). Theories Of Social Order: A Reader, Stanford: Stanford University Press.
11. Kapferer, J. N. (1997) Strategic Brand Management. Kogan Page, London.
Chapter Of Books
12. Gioia, D. (1998) ‘From Individual To Organisational Identity’, In Whetten, D.A., And Godfrey, P.C., (Eds.) Identity In Organisations: Building Theory Through Conversations, Newbury Park: Sage.
13. Rowe, W.T. (2003) Social Stability And Change In W. J. Petterson (Ed.) The Cambridge
History Of China, Part 1, The Ch’ing Empire To 1800, 9
Article From Journals
14. Abimbola, T. (2001). Branding As A Competitive Strategy For Demand Management In SMEs, Journal Of Research In Marketing And Entrepreneurship, 3(2), 97-106.
15. Asaad, Y., Melewar, T. C., Cohen, G. & Balmer, J.M. T., (2013). Universities And Export Market Orientation: An Exploratory Study Of UK Post-92 Universities. Marketing Intelligence & Planning, 31(7), 838 - 856.
16. Aula, H., Tienari, J., Waeraas, A, (2015). The University Branding Game: Players, Interest, Politic. International Studies Of Management And Organization, 45 (2), 164–179.
17. Balmer, J., Gray, E., (2003). Corporate Brands: What Are They? What Of Them?, European Journal Of Marketing, 37, (7/8), 972–997.
18. Brady, M. K., Cronin, J. J. (2001). Some New Thoughts On Conceptualizing Perceived Service Quality: A Hierarchical Approach. The Journal Of Marketing, 65(3), 34-49.
19. Brown, T. (1998). Corporate Association In Marketing: Antecedents And Consequences. Corporate Reputation Review, 1(3), 254-263.
20. Camiciottoli, B.C., Ramfagni, S., Guercini, S. (2014). Exploring Brand Associations: An Innovative Methodological Approach, European Journal Of Marketing, 48(5/6), 10921112, Https://doi.org/10.1108/EJM-12-2011-0770.
21. Chapleo, C. (2011). Exploring Rationales For Branding A University: Should We Be Seeking To Measure Branding In UK Universities?’ Journal Of Brand Management, 18 (6), 411–422
22. Danziger, K. (1997). The Varieties Of Social Construction, Theory And Psychology, 7(3), 399–416.
23. Davies, G., Chun, R., Da Silva, R. V., Roper, S. (2004). A Corporate Character Scale To Assess Employee And Customer Views Of Organization Reputation. Corporate Reputation Review, 7(2), 125–146.
24. De Chernatony, L., Dall’Olmo Riley, F. (1998). Defining A “brand”: Beyond The Literature With Experts’ Interpretations. Journal Of Marketing Management, 14 (5), 417-443.
25. De Chernatony, L. (2009). Towards The Holy Grail Of Defining Brand. Marketing Theory, 9(1), 101-105, Http://dx.doi.org/10.1177/1470593108100063
.
26. Dobni, D., Zinkhan, G. M. (1990). In Search Of Brand Image: A Foundation Analysis. Advances In Consumer Research, 17(1), 110-119.
27. Drori, G. S., Tienari, J., Waeraas, A. (2015). Guest Editors’ Introduction: Strategies Of Building And Managing Higher Education Brands, International Studies Of Management & Organization, 45(2), 99-104.
28. Drori, G.S., (2013), Branding Of Universities: Trends And Strategies, International Higher Education, 71, 1-6. Retrieved January 8, 2018 From Https://ejournals.bc.edu/ojs/index.php/ihe/article/view/6083/5328.
29. Dube, L., Pare, G. (2003). Rigour In Information Systems Positivist Case Research: Current Practices, Trends, And Recommendations, MIS Quarterly, 27(4), 597-636.
30. Edigin, L. U. (2011). Rebranding As An Administrative Strategy In Nigeria: The Journey So Far’. African Research Review, 5 (1), 119-128.
31. Goi, C.-L., Goi, M.T. (2011). Review On Models And Reasons For Rebranding, .International Conference On Social Science And Humanity. 5, 445-449.
32. Gray, E.R., Balmer, J.M.T. (1998). Managing Corporate Image And Corporate Reputation. Long Range Planning, 31 (5), 695-702.
33. Greyser, S. (1999). Enhancing And Advancing Corporate Reputation, Corporate Communications International Journal, 4(4), 177-181.
34. Hankinson, G. (2012). The Measurement Of Brand Orientation, Its Performance Impact, And The Role Of Leadership In The Context Of Destination Branding: An Exploratory Study. Journal Of Marketing Management 28, 974-999.
35. Harris, F., Chernatony, L. (2001). Corporate Branding And Corporate Brand Performance. European Journal Of Marketing. 35(3/4), 441 – 456.
36. Hemsley-Brown, J., Melewar, T.C., Nguyen, B. And Wilson, E.J, (2017) Exploring Brand Identity, Meaning, Image, And Reputation (BIMIR) In Higher Education, Journal Of Business Research, 69(8), 3019-3022. Retrieved From Http://dx.doi.org/10.1016/j.jbusres.2016.01.016 1 Jan 2017.
37. Hsiao, Y.C., Chen, C.J. (2013). Branding Vs Contract Manufacturing: Capability, Strategy, And Performance. Journal Of Business & Industrial Marketing, 28(4), 317–334.
38. Iqbal, M.J., Rasli, A.B.M., Hassan, I. (2012). University Branding: A Myth Or Reality. Journal Of Commerce And Social Science, 6, (1), 168-184.
39. Keller, K. L. (2001). Mastering The Communications Mix: Micro And Macro Perspectives On Integrated Marketing Communications. Journal Of Marketing Management, 17, 819847.
40. Knox, S., Bickerton, D. (2003). The Six Conventions Of Corporate Branding. European Journal Of Marketing, 23(1/2), 59-73.
41. Melewar, T.C., Nguyen, B. (2015). Five Areas To Advance Branding Theory And Practice. Journal Of Brand Management, 21(9), 758–769.
42. Muzellec, L., Lambkin, M. (2006). Rebranding: Transfering, Destroying Or Creating Brand Equity. European Journal Of Marketing, 40(7/8), 803-824.
43. Muzellec, L., Lambkin, M. (2008). Corporate Rebranding And The Implications For Brand Architecture Management: The Case Of Guinness (Diageo) Ireland. Journal Of Strategic Marketing, 16(4), 283-299.
44. Muzellec, L., Doogan, M., Lambkin, M. (2003). Corporate Rebranding: An Exploratory Review, Irish Marketing Review, 16(2), 31-41.
45. Otubanjo, O., Amujo, O.C. (2012). A Holistic Corporate Identity Communications Process. Marketing Review, 12(4), 402-416.
46. Robertson, A., Khatibi, A. (2013). The Influence Of Employer Branding On Productivityrelated Outcomes Of An Organization. IUP Journal Of Brand Management, 10(3), 17-32.
47. Roy , S., Sarkar, S. (2015). Investigating The Effects Of Rebranding On Brand Equity And Consumer Attitudes. Journal Of Brand Management, 22(4), 340–360.
48. Shotter, J. (1997). The Social Construction Of Our Inner Lives, Journal Of Constructivist Psychologist. 10 (1), 7-24.
49. Stuart, H., Muzellec, L.(2004). Corporate Makeovers: Can A Hyena Be Rebranded. Journal Of Brand Management. 11(6), 472–482.
50. Tas, A., Ergin, E. A. (2012). Key Factors For Student Recruitment: The Issue Of University Branding. International Business Research, 5(10), 146–153
51. Tevi, A.C., Otubanjo O. (2013). Understanding Corporate Rebranding: An Evolution Theory Perspective. International Journal Of Marketing Studies, 5(3), 87-93.
52. Watkins, B. A., Gonzenbach, W. J. (2013). 146–153Assessing University Brand Personality Through Logos: An Analysis Of The Use Of Academics And Athletics In University Branding, Journal Of Marketing For Higher Education. 23(1), 15-33
53. Zinkhan, G. M., Jaiskankur, A. J., L., H. (2001) Corporate Image: A Conceptual Framework For Strategic Planning, American Marketing, Chicago, 12: 152.
Thesis/ Dissertation
54. Abubakari, A. (2016). Corporate Rebranding And Corporate Brand Image: The Mediating Role Of Marketing Communications. Unpublished M.Phil Thesis, University Of Ghana
55. Coleman, D. A. (2016). Service Brand Identity: Definition, Measurement, Dimensionality And Influence On Brand Performance’. Unpublished PhD Thesis, University Of Birmingham, United Kingdom.
56. Otubanjo, B. O, (2008). Industry Construction Of The Meaning Of Corporate Identity In Nigeria’s Banking Services Sector: An Interpretive Analysis Of Corporate Advertisements, 1970 – 2005. Unpublished Doctoral Thesis, BURA, Brunel University.
Internet Source
57. Academy Of Marketing (2014). Conference Tracks. Retrieved January 11, 2018 From Academy Of Marketing Website: Http://www.academyofmarketing.org/conference-tracks2014/.
58. Asomba, I. (2015). Intrigues Prolong LASU Crisis. Vanguard Newspaper August, 5. Retrieved August 5, 2017 From Www.vanguardngr.com/2015/05/intrigues-prolong-lasucrisis/.
59. NUC, (2017) Report. Retrieved August 8, 2017 From Www.nuc.gov.ng/
60. Olugbamila, A., And Clement, M., (2014) Teachers, Students Join Forces Against LASU. The Nation (Online) Retrieved August 8, 2017 From Www.thenationonlinengr.net/
61. Www.jamb.gov.ng/statistics, [August 18, 2017].
62. Www.lagosstate.gov.ng, [August 18, 2017].
63. Www.lasu.edu.ng, [August 18, 2017].
Report
64. Fagbohun, O. A. (2017), LASU 2016 Annual Report, Office Of The Vice Chancellor, Lagos State University.
65. LASU, (2017). Lagos State University 2016 Annual Report, Office Of The Vice Chancellor, Lagos State University.
|
| | Back to journal ... |
|
|
| |
|
|
|
