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Brand Architecture for Business Schools: Is the University or the Benefactor the Brand?
... nicated (Opoku, Abratt & Pitt, 2006). An investigation of brand strength, favorability and uniqueness on brand equity in Malaysia revealed that the effects of brand strength and favorability on brand equity were higher in private institutions while brand uniqueness was a strong predictor of brand equity for public institutions (Teh & Salleh, 2011). Sharaai and Areni (2009) found that business schools associated with highly-ranked, prestigious universities such as Manchester Business School, Harvard Business School, and Stanford Graduate School of Business portrayed the university brand either solely or in conjunction with a less prominent school brand. However, business schools associated with less presti ...
The issue of rebranding institutions of higher education has attracted little attention in scholarly publications. However, intense competition in the higher education market has forced institutions to modify elements of their brands. The current study seeks to shed light on the challenges of undertaking a rebranding exercise in an institution of higher education in Botswana, a context which is under researched. The purpose of the current study is to establish the perceptions of students of the University of Botswana regarding its brand equity following the rebranding exercise. A structured questionnaire was administered to a sample of 336 University students majoring in business. Overall, the results showed that the brand equity of the new logo was lower than that of the old logo. The results of the paired t-tests revealed that students tend to recall and recognize the old logo more than the new logo. Students are also attracted, affectionate and attached to the old logo more than the new one. Since rebranding can erode some of the important aspects of an existing brand, it has to be implemented cautiously. Importantly, effective communication is critical to inspire students to embrace the new logo and their perceptions need to be tracked periodically in order to establish whether the desired brand image has been generated.
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