- Collection:
- Atlanta University and Clark Atlanta University Theses and Dissertations
- Title:
- Branding higher education: A qualitative analysis on how brand perception and brand equity impact MBA programs in a school of business administration, 2020
- Creator:
- Sparks, Clarissa J.
- Date of Original:
- 2020-12
- Subject:
- Degrees, Academic
Dissertations, Academic - Location:
- United States, Georgia, Fulton County, Atlanta, 33.749, -84.38798
- Medium:
- born digital
- Type:
- Text
- Format:
- application/pdf
- Description:
- The purpose of this study was to explore the phenomenon of branding in higher education. The study used a qualitative analysis and case study design to identify the key elements for building brand equity in a higher education context. The research site was a private Historically Black College and University’s (HBCU) School of Business Administration. A theoretical model, the Brand Thinking Canvas, was used to illustrate how the School of Business Administration Full-Time and Working Professionals MBA program’s current brand is perceived by leadership, prospective and current students, and alumni. The intent of this study was to provide a strategic perspective on how higher education leaders address the threats of a weakened brand perception. Analysis and interpretation of the findings were organized by three themes: (a) brand meaning, (b) brand imagery, and (c) brand associations. The research revealed that the majority of the participants had a negative perception of the HBCU School of Business Administration MBA program’s current brand. The lack of branding may significantly impact the perceptions that leaders, prospective and current students and alumni have about its MBA programs. The findings provided evidence that the Brand Thinking Canvas could be applied to the higher education context and could identify brand equity gaps for universities, academic programs, and key stakeholders. Recommendations provide a pathway for future strategic branding practices for administrators, recruiters, key stakeholders, and students.
- External Identifiers:
- Metadata URL:
- http://hdl.handle.net/20.500.12322/cau.td:2020_sparks_clarissa_j
- Rights Holder:
- Clark Atlanta University
- Original Collection:
- Atlanta University and Clark Atlanta University Theses and Dissertations
- Holding Institution:
- Atlanta University Center Robert W. Woodruff Library
- Rights:
-
