Purpose This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences....

Purpose – The role of Wally Olins (1930-2014) vis-à-vis corporate identity scholarship is appraised. The paper aims to discuss this issue. Design/methodology/approach – A review of Wally Olins published output on corporate identity. Specific focus is accorded to his two seminal publications...