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Title: A study of corporate branding in a higher education institution in the 21st century
Author: Spry, L. M.
ISNI:       0000 0004 5354 6824
Awarding Body: Nottingham Trent University
Current Institution: Nottingham Trent University
Date of Award: 2014
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Within the corporate branding and Higher Education (HE) literature there are few studies which explore university branding, particularly in more specialist university departments. While corporate branding has been conducted in a number of different commercial settings, this is the first study of its kind to conduct research into corporate branding in a specialist area of education in a university. This research study therefore attempts to address this gap in knowledge by exploring the different interpretations of corporate branding, and its implementation, in the context of a post-92 University, and more specifically in an education department particularly in relation to its teacher training provision. Corporate branding is an important topic as the marketplace for universities is becoming increasingly competitive and there are key components of corporate branding that can provide an organisation with a competitive edge. It is felt that understanding these components, and how they relate to corporate branding in a university, will alleviate some of the confusion that exists in the literature. Useful recommendations are provided for the HE sector and to the wider service sector, particularly in terms of policy and professional practice. An interpretivist approach is adopted for the research through the development of a single revelatory case study which draws on primary sourced data within a qualitative paradigm. This includes documentary evidence, fourteen semi-structured interviews with employees and three focus groups with seventeen students in a University’s Faculty of Education. What has emerged from the research is a new theoretical framework which suggests that programmes have developed as sub-brands brought about by seven key antecedents: the changing environment, sub-cultures, the vision for a teacher, staff, shared values, partnerships and brand ambassadors. This study contributes to the academic knowledge by extending the concept of a sub-brand to the academic teaching programmes and related to this is the fact that creative and innovative graduates are contributing to the employability levels as well as to the reputation of a Faculty. Subsequently it is Faculties, or specialist areas, that contribute to the competitive advantage of a University.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ed.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available