The California State University: a case on branding the largest public university system in the US

被引：11

作者：

Celly, Kirti Sawhney ^{[1
]}

Knepper, Brenda ^{[1
]}

机构：

[1] Calif State Univ, Coll Business Adm & Publ Policy, Dept Management & Mkt, 1000 E Victoria St, Carson, CA 90747 USA

来源：

INTERNATIONAL JOURNAL OF NONPROFIT AND VOLUNTARY SECTOR MARKETING | 2010年 / 15卷 / 02期

关键词：

D O I：

10.1002/nvsm.375

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Branding of universities is an area that is growing in importance as competition between universities increases and creates an imperative for strong brand positioning and visual identity as the basis for differentiation. In this context, this paper describes the process by which the California State University (CSU), a major, multi-campus public university system developed a corporate visual identity system and analyzes the key issues in developing this system, as well as the key challenges ahead. Copyright (C) 2009 John Wiley & Sons, Ltd.

引用

页码：137 / 156

页数：20

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