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

Overview

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 particularly the broad ...

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Overview

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 particularly the broad intersections among them--toward an appreciation of how institutions can use what they yield in strategy and management. Academic or administrative units are much better positioned to be effective when those within them have a concrete appreciate of the norms, values, and beliefs of the institution (culture), relate their own fortunes with those of the institution (identification), and can represent the image of the institution in ways that yield benefits for it (brand equity). The bottom line is that an institution benefits when constituents not only know but also associate it with positive attributes.

This is volume 31, number 2 of the Jossey-Bass monograph ASHE Higher Education Report. 

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Product Details

Table of Contents

Executive Summary.

Foreword.

Acknowledgments.

Identification, Equity, and Culture.

Institutional Identification.

Brand Equity.

Institutional Culture.

Using Institutional Culture.

An Illustration: Tusculum College.

Using Culture to Strengthen Institutional Identification.

Identifying with Institutions.

Framing Institutional Identification.

Strengthening Institutional Identification.

Benefiting from Institutional Identification.

Using Culture to Build Brand Equity.

Institutions as Brands.

Brand Equity.

Building Brand Equity.

Understanding Institutional Culture.

Defining Institutional Culture.

Disciplinary Foundations and Conceptual Frameworks.

Foundational Work and Contemporary Approaches.

Institution Types and Institutional Culture.

Subcultures in Higher Education.

Institutional Culture in Substance and Form.

The Substance of Institutional Culture.

The Forms of Institutional Culture.

Using Institutional Culture to Strengthen Institutional Identification and Build Brand Equity.

References.

Name Index.

Subject Index.

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