Designing a Genetic Model of Brand Identity: A New Approach to Higher Education Brand Management
Subject Areas :azade Fatemifar 1 * , Naser Azad 2 , Abdollah Naami 3 , adel fatemi 4
1 -
2 -
3 -
4 -
Keywords: brand identity, brand DNA, university brand, epigenetics factors,
Abstract :
In a competitive and complex market of higher education, universities must adopt strategies to maintain and improve their competitiveness. They need to create competitive advantage through a unique set of features, and having a unique identity is vital to differentiate and attract students and staff. The purpose of this study was to identify the effective components and design a brand identity model based on the concept of brand DNA in non-governmental universities. Methodology, In terms of purpose, was applied research and exploratory in nature which exclusively was conducted by the systematic grounded theory .The research population includes related academicians and experts of marketing and branding and the managers of universities. The research data were collected through in depth semi structured interviews. Judgmental sampling was used. To determine sample size continued to reach the theoretical saturation. And finally 13 interviews were conducted. Open, axial and selective coding was used to analyze the data. The components of data analysis in 6 main category, 11 main categories and 43 subcategories including causal conditions, contextual conditions internal factors and visual identity, axial phenomenon, intervening conditions, strategies ,outcome were categorized. The findings suggest that having a strong and integrated brand identity in higher education is essential and requires a comprehensive and coherent genetic infrastructure and approach.
آراسته، حمیدرضا.، رضايي، سعید. (1393). بازاريابي در آموزش عالي : شناسايي معيارها و منابع اطلاعاتي در انتخاب دانشگاه. مطالعات برنامه ریزی آموزشی، دور سوم ، شماره (5)، ص. 33-52.
شيري، محمد.، نورالهي، طه. (1391). تغييرات ساختار جمعيت و تقاضاي اجتماعي آموزش عالي در ايران ، مجلة بررسی¬های آمار رسمي ايران، 23 (1)، 83-102.
کرمی، محمدرضا، پورکریمی، جواد، حاج خزیمه، مجتبی، بابایی، محمدمهدی. (1397). شناسایی و ارزیابی عوامل مؤثر بر تقاضای اجتماعی آموزش عالی (مورد مطالعه: دانشجویان تحصیلات تکمیلی پردیس دانشکده‌های فنی دانشگاه تهران). نامه آموزش عالی، 11(41)، 35-58.
محرابی، سهیلا ، زمانی ،بی بی عشرت و رشید، سید باقر، (1395)، شناسایی و اولویت بندی عوامل مؤثر بر برندسازی آموزش مجازی دانشگاه اصفهان،فناوری اطلاعات و ارتباطات در علوم تربیتی سال ششم ، شماره ۳ (پیاپی ۲۳).
Acs, Z., & Lappi, E. (2019). Entrepreneurship, culture, and the epigenetic revolution: a research note. Small Business Economics, 1-21.
Alves, H., & Raposo, M. (2007). Conceptual model of student satisfaction in higher education. Total Quality Management, 18(5), 571-588.
Atmaja, B. S., & Budi, A. S. L. (2016). The Effect of Brand DNA on the Interactive Marketing: Perspective of Junior Lecturers from the Faculty of Economics of a Catholic University. Procedia-Social and Behavioral .Sciences, 224, 459-466.
Ayre, C., & Scally, A. J. (2014). Critical values for Lawshe’s content validity ratio: revisiting the original methods of calculation. Measurement and Evaluation in Counseling and Development, 47(1), 79-86.
Badcock, P. B., Friston, K. J., Ramstead, M. J., Ploeger, A., & Hohwy, J. (2019). The hierarchically mechanistic mind: an evolutionary systems theory of the human brain, cognition, and behavior. Cognitive, Affective, & Behavioral Neuroscience, 1-33.
Bagautdinova, N. G., Gorelova, Y. N., & Polyakova, O. V. (2015). University management: from successful corporate culture to effective university branding. Procedia Economics and Finance, 26, 764-768. Barlow, J., & Stewart, P. (2004). Branded customer service: The new competitive edge. Berrett-Koehler Publishers.
Bosch, J., Venter, E., Han, Y., & Boshoff, C. (2006). The impact of brand identity on the perceived brand image of a merged higher education institution: Part one. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 15(2), 10-30.
Chapleo, C. (2015). An exploration of branding approaches in UK universities. International Journal of Nonprofit and Voluntary Sector Marketing 20(1): 1–11.
Chapman, C., & Tulien, S. (2010). Brand DNA. Uncover Your Organization’s Genetic Code for Competitive Advantage.
Cobb, C. M. S. G. T. (2001). The concept of brand identity in relation to students’ intent-topersist Conejo, F., & Wooliscroft, B. (2015). Brands defined as semiotic marketing systems. Journal of Macromarketing, 35(3), 287-301
. Kotler, P., & Fox, K. F. (1995). Strategic marketing for educational institutions. Prentice Hall. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Denzin, N. K. & Lincoln, Y. S. (1994). Introduction: Entering the Field of Qualitative Research, Handbook of Qualitative Research, London: Sage Publication Inc.
Feil, R., & Fraga, M. F. (2012). Epigenetics and the environment: emerging patterns and implications. Nature Reviews Genetics, 13(2), 97.
Goi, M. T., Goi, C. L., & Wong, D. (2014). Constructing a brand identity scale for higher education institutions. Journal of Marketing for Higher Education, 24(1), 59-74.
Gomez, L. S. R., Olhats, M., Floriano, J, Viera, M. L. H. (2011), "O DNA da marca de moda: o processo", em Cantista, I., Martins, F. V., Rodrigues, P, Alvim, M. H. V. (Coord.), A moda num mundo global, Vida Económica, Porto, pp. 131-155.
Gottlieb,G. , (1991). Epigenetic systems view of human development. Developmental Psychology, 27(1), 33-34.
Govindarajan, Vijay and Trimble, Chris, (2005). Organizational DNA for Strategic Innovation California Management Review, Vol. 47, Issue 3, p. 47-76.
Hanby, T. (1999), ‘Brands – dead or alive’, Journal of the Market Research Society, vol. 41, no.1, pp. 7–18. He, H., Li, Y. & Harris, L. (2011). Social identity perspective on brand loyalty. Journal of Business Research, doi:10.1016/j.jbusres.03.007.
Heding, T., Knudtzen, C. F., & Bjerre, M. (2015). Brand management: Research, theory and practice. Routledge.
Hemsley-Brown, J., & Goonawardana, S. (2007). Brand harmonization in the international higher education market. Journal of business Research, 60(9), 942-948.
Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section.
Joseph, M., Spake, D. F., & Albrecht, C. M. (2017). Branding Universities: An Updated View of Factors Underlying College Choice. In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World (pp. 370-372). Springer, Cham.
Judson, K. M., Aurand, T. W., Gorchels, L., & Gordon, G. L. (2008). Building a university brand from within: university administrators' perspectives of internal branding. Services Marketing Quarterly, 30(1), 54.
Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 3.0: From Products to Customers to the Human Spirit. In Marketing Wisdom (pp. 139-156). Springer, Singapore.22 (4), 288‒299.
Kvale, S. (1996). Inter Views: An introduction to qualitative research writing. Thousand Oaks, Calif: Sage Publications.
Lawlor, J. 1988. Brand identity, Case Currents, 24(9): 16–23.
Lee, J. (2001), A Grounded Theory: Integration and Internalization in ERP Adoption and Use, Unpublished Doctoral Dissertation, University of Nebreska, In Proquest UMI Database.
Melewar, T. C., & Akel, S. (2005). The role of corporate identity in the higher education sector: A case study. Corporate Communications: An International Journal, 10(1), 41-57.
Overholt, Miles, Granell, Elena and Vicere , Al( 2019) ..The Epigenetics of Chang Organizational DNA, Executive Leadership and Employee Behavior. http://drmilesoverholt. com/services/epigenetics/.
Pinar, M., Trapp, P., Girard, T., & E. Boyt, T. (2014). University brand equity: an empirical investigation of its dimensions. International Journal of Educational Management, 28(6), 616-634.
Rashid, S. M., Ghose, K., & Cohen, D. A. (2015). Brand identity: Introducing renewed concept for coffee shops. PEOPLE: International Journal of Social Sciences, 1(1).
Raz, A., Pontarotti, G., & Weitzman, J. B. (2019). Epigenetic metaphors: an interdisciplinary translation of encoding and decoding. New Genetics and Society, 1-25.
Strauss, A. & Corbin, J. 1998. Basics of Qualitative Research. Thousand Oaks, CA: SagePublications. Suomi, K. (2015). Managing brand identity and reputation-A case study from Finnish higher education.
Sujchaphong, N., Nguyen, B., & Melewar, T. C. (2015). Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership. Journal of Marketing for Higher Education, 25(2), 204-237.
Urde, M., & Greyser, S. A. (2016). The corporate brand identity and reputation matrix–The case of the nobel prize. Journal of Brand management, 23(1), 89-117.
Watkins, B. A., & Gonzenbach, W. J. (2013). Assessing university brand personality through logos: An analysis of the use of academics and athletics in university branding. Journal of Marketing for Higher Education, 23(1), 15-33.
Whisman, R. (2009) ‘Internal branding: a university’s most valuable intangible asset’, Journal of Product & Brand Management, 18 (5), pp.367-370.