Although branding is now widespread among UK universities, the application of branding principles in the higher education sector is comparatively recent and may be controversial for internal audiences who question its suitability and efficiency. This paper seeks to investigate how and whether...

Branding in universities has become an increasingly topical issue, with some institutions committing substantial financial resources to branding activities. The particular characteristics of the sector present challenges for those seeking to build brands and it therefore seems to be timely and...

Purpose. Branding in universities has become an increasingly topical issue among practitioners, with some institutions committing substantial financial resources to branding activities. Although it is receiving increased academic investigation, to date this has been limited. The particular...

In this paper we turn our attention to the classical marketing problems of product/service launch and development, by examining the emergence of the so-called ‘ruin bars’ in Budapest between 1999 and 2009. Traditionally the marketing discipline has been content with adopting the abstract...

In this paper we turn our attention to the classical marketing problems of product/service launch and development, by examining the emergence of the so-called ‘ruin bars’ in Budapest between 1999 and 2009. Traditionally the marketing discipline has been content with adopting the abstract...

In this paper we turn our attention to the classical marketing problems of product/service launch and development, by examining the emergence of the so-called ‘ruin bars’ in Budapest between 1999 and 2009. Traditionally the marketing discipline has been content with adopting the abstract...

In the past decade policy makers in the United Kingdom as well as the European Union have considered the adoption of information and communication technologies (ICTs) by small and medium-sized enterprises (SMEs) as a key driver for productivity growth and overall economic competitiveness. The...

The competence perspective of the firm (encompassing the Resource-Based View, the Knowledge-Based View, evolutionary theory and other theories of competence and capabilities) offers the notion of “differential organizing competence” for conceptualising the capability to organise as a source...

Branding in universities is a topical issue, but arguably few UK universities have fully developed ‘successful’ brands in the manner of commercial organisations. This qualitative paper explores the opinions of forty opinion formers on which UK universities have successful brands and the...