Strategic brand management in higher education

Introduction to strategic brand management in higher education / Bang Nguyen, TC Melewar, and Jane Hemsley-Brown -- PART I: Strategy -- Co-creating brand identity: The case of UK higher education / Julie Robson, Sanjit Kumar Roy, Chris Chapleo and Hsiao Sophie Yang -- Organisational culture in higher education branding: Branding the core values and beliefs / Cláudia Simões -- Brand leadership and brand support: influencing employees via internal branding / Narissara Sujchaphong and Pakorn Sujchaphong -- Competition in higher education / Francesca Pucciarelli and Andreas Kaplan -- PART II: Planning -- Corporate brand communication in higher education / Elif Karaosmanoglu and Gulberk Gultekin Salman -- Corporate design: What makes a favourable university logo? / Pantea Foroudi and Bang Nguyen -- Brand image and reputation development in higher education institutions / Adele Berndt and Linda D. Hollebeek -- Co-creation of value: A customer-integration approach / Tim Hughes and Ian Brooks -- PART III: Measurement -- Measuring higher education brand performance and brand impact / Chris Chapleo and Louise Simpson -- Building a trustworthy university brand: An inside-out approach / Sanjit Roy, Saalem Sadeque and Sathyaprakash Balaji Makam -- Scale development in higher education: university corporate brand image, student satisfaction and student behavioural intention / Sharifah Faridah Syed Alwi and Norbani Che-Ha -- Evaluating branding scales in higher education / Lesley Ledden, Stavros P. Kalafatis and Ilia Protopapa -- Conclusion to Strategic Brand Management in Higher Education / Bang Nguyen, TC Melewar, and Jane Hemsley-Brown