期刊名称：Journal of Case Research in Business and Economics
印刷版ISSN：1941-3378
出版年度：2014
卷号：5
出版社：Academic and Business Research Institute
摘要：This article uses a case study approach to examine the challenge of renaming a newly formed research university from two disparate legacy institutions as a study of higher education branding. Unique branding and marketing issues of public entities and higher education entities in particular, with comparisons to private entities are explored using a strongly supported framework for corporate name change processes (Balmer & Geyser, 2006). With growing emphasis on university financial self-sufficiency, global competition for students and research impact, and expectations for contribution to the public good, a simple name change process is demonstrated to be not so straightforward.
关键词：Higher education; corporate identity; branding; public policy
