The Uses of Institutional Culture: Strengthening Identification and Building Brand Equity in Higher Education: Ashe Higher Education Report

by J. Douglas Toma

This monography explores the particular set of benefits accrued by institutions that do what is necessary to enjoy a strong set of institutional norms, values, and beliefs, which is how we define culture. It also examines how that culture helps to clarify the image of that institution in ways that bring what those in marketing would call "brand equity." The authors explore institutional identification, brand equity, and institutional culture--and...

• Format: Paperback
• Language: English
• ISBN: 0787981249
• ISBN13: 9780787981242
• Release Date: May 2005
• Publisher: Jossey-Bass
• Length: 128 Pages
• Weight: 0.43 lbs.
• Dimensions: 0.3" x 9.0" x 6.0"