| Título: | Brand Strategies of Jordanian Education |
| Autores: | Abu-Qaued, Firas |
| Fecha: | 2013-08-30 |
| Publicador: | European Journal of Business and Management |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article Peer-reviewed Article info:eu-repo/semantics/publishedVersion |
| Tema: | No aplica |
| Descripción: | This article reports on an exploratory investigation into the brand strategy of the educational service providers in Jordan, and thereby contributes to the limited research into brand strategy in both the education sector, and in the Middle-Eastern countries. The study demonstrates the extent to which the evolution of competitive strategy and brand strategy are interwoven, as well as generates a range of insights into successful brand strategies in this marketplace. It specifically responds to calls from other researchers for additional research into brand strategy in the service sector in general, and the online educational service industry more specifically. Data was gathered through semi-structured interviews with 12 managers with responsibility for branding and/or marketing of education. The interviews explored respondents' views on the nature of brand strategy and components of brand strategy, such as brand positioning, brand personality, brand identity, brand values, brand architecture and education strategy. The discussion and conclusions summarize key findings under the following themes: perspective on and control of brand strategy, branding as a competitive tool, re-branding, brand values and brand education strategies. |
| Idioma: | Inglés |
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