EVALUATING AN ACADEMIC DEPARTMENT'S BRAND MEANING VIA A SYSTEMATIC BRANDING PROCESS

机译：通过系统的品牌过程评估学术部门的品牌含义

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The complexity of the market in higher education, and the lack of literature regarding marketing, particularly branding, at the academic department level, presented an opportunity to establish a systematic process for evaluating an academic department's brand meaning. A process for evaluating a brand's meaning for an academic department is developed in this paper using Keller's Customer Base Brand Equity model. This process will aid academic departments experiencing perception problems or wishing to improve their brand to better understand their existing brand meaning and assess the alignment between the student market perception and the industry market perception.

机译：高等教育市场的复杂性，以及在学术部门一级缺乏有关营销（尤其是品牌）的文献资料，为建立评估学术部门品牌含义的系统流程提供了机会。本文使用凯勒（Keller）的“客户基础品牌资产”模型开发了一种评估学术部门品牌含义的过程。此过程将帮助遇到感知问题或希望改善其品牌以更好地了解其现有品牌含义的学术部门，并评估学生市场感知与行业市场感知之间的一致性。

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《31st annual national conference of the American Society for Engineering Management 2010》|2010年|p.9-15|共7页
会议地点 Fayetteville AR(US);Fayetteville AR(US)
作者
Cassandra C. Elrod; William J. Daughton; Susan L. Murray; Caroline M. Fisher; Barry B. Flachsbart;
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作者单位

University of Science Technology;

University of Science Technology;

University of Science Technology;

University of Science Technology;

University of Science Technology;

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会议组织
原文格式 PDF
正文语种 eng
中图分类管理学;
关键词
brand; brand meaning; academia; keller; academic department;

机译：牌;品牌含义；学术界;凯勒学术部门;

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机译：从品牌愿景到品牌评估：品牌成长与壮大的战略过程
3. From brand vision to brand evaluation: The strategic process of growing and strengthening brands [J] . Leslie de Chernatony Journal of Brand Management . 2011,第4a5期

机译：从品牌愿景到品牌评估：品牌发展和壮大的战略过程
4. EVALUATING AN ACADEMIC DEPARTMENT'S BRAND MEANING VIA A SYSTEMATIC BRANDING PROCESS [C] . Cassandra C. Elrod, William J. Daughton, Susan L. Murray, Annual national conference of the American Society for Engineering Management . 2010

机译：通过系统品牌流程评估学术部门的品牌意义
5. The development and application of a systematic approach to evaluating an academic department's brand meaning. [D] . Elrod, Cassandra Carlene. 2007

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6. To evaluate and compare the porosities in the acrylic mandibular denture bases processed by two different polymerization techniques using two different brands of commercially available denture base resins - an in vitro study [O] . Sitaram Prasad Kasina, Tarannum Ajaz, Sirisha Attili, 2014

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7. Making sense of archaeology - Cornelius Holtorf, illustrated by Quentin Drew. Archaeology is a brand!: the meaning of archaeology in contemporary popular culture. x+184 pages, numerous illustrations. 2007. Oxford: Archaeopress; 978-1-905739-06-6 paperback £14.99. - Nicholas J. Cooper (ed.). The Archaeology of the East Midlands: An Archaeological Resource Assessment and Research Agenda (Leicester Archaeology Monograph 13). xvi+378 pages, 72 bw colour illustrations, 8 tables. 2006. Leicester: University of Leicester; 0-9538914-7-X paperback £19.95. - John Hunter Ian Ralston (ed.). Archaeological Resource Management in the UK: An Introduction. Second revised edition (first published 1993). xiv+402 pages, numerous illustrations. 2006. Stroud: Sutton; 978-0-7509-2789-5 hardback £25. - R.G. Matson Timothy A. Kohler (ed.). Tracking Ancient Footsteps: William D. Lipe's Contribution to Southwestern Prehistory and Public Archaeology. xii+188 pages, 35 illustrations, 2 tables. 2006. Pullman (WA): Washington State University Press; 978-0-87422-290-6 paperback $22.95. - Jeffrey L. Hantman Rachel Most (ed). Managing Archaeological Data: Essays in Honor of Sylvia W. Gaines (Arizona State University Anthropological Research Paper 57). x+202 pages, 37 illustrations, 42 tables. 2006. Tempe (AZ): Department of Anthropology, Arizona State University; 978-0-936249-18-6 paperback $33.50. - Michael D. Coe. Final report: An Archaeologist Excavates His Past. 224 pages, 6 figures, 35 plates. 2006. London: Thames Hudson; 0-500-05143-7 hardback £18.95. [O] . Madeleine Hummler 2007

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EVALUATING AN ACADEMIC DEPARTMENT'S BRAND MEANING VIA A SYSTEMATIC BRANDING PROCESS

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