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University Rebranding at the Departm...

Thompson, Christopher S.

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University Rebranding at the Departmental Level: A Case Study.

Record Type:	Electronic resources : Monograph/item
Title/Author:	University Rebranding at the Departmental Level: A Case Study./
Author:	Thompson, Christopher S.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	95 p.
Notes:	Source: Masters Abstracts International, Volume: 80-03.
Contained By:	Masters Abstracts International80-03.
Subject:	Social psychology. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10992400
ISBN:	9780438470880

University Rebranding at the Departmental Level: A Case Study.
Thompson, Christopher S.

University Rebranding at the Departmental Level: A Case Study. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 95 p.

Source: Masters Abstracts International, Volume: 80-03.

Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2018.

This item must not be sold to any third party vendors.

Branding activities among higher-education institutions have drastically increased over the previous decades. Lower-level units such as academic departments have received little discussion about how a brand is applied to and affects the identity of such a unit. This case study sheds light on how rebranding efforts and professional communication efforts are communicated to and implemented within these lower-level units. The strengths and weaknesses of NC State University's 2013 comprehensive rebranding exercise are examined, especially with regard to academic departments. This case study employed in depth interviews, surveys, and a review of documents. The researcher also acted as a participant observer.

ISBN: 9780438470880Subjects--Topical Terms:

520219
Social psychology.

University Rebranding at the Departmental Level: A Case Study.
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500 $a Source: Masters Abstracts International, Volume: 80-03.
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506 $a This item must not be added to any third party search indexes.
520 $a Branding activities among higher-education institutions have drastically increased over the previous decades. Lower-level units such as academic departments have received little discussion about how a brand is applied to and affects the identity of such a unit. This case study sheds light on how rebranding efforts and professional communication efforts are communicated to and implemented within these lower-level units. The strengths and weaknesses of NC State University's 2013 comprehensive rebranding exercise are examined, especially with regard to academic departments. This case study employed in depth interviews, surveys, and a review of documents. The researcher also acted as a participant observer.
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