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Brand archetypes in resource-constrained MBA programmes: A powerful strategic brand management tool
Journal of Education Advancement & Marketing,
3
(3),
279-299
(2018)
Abstract
MBA programmes at many resource-constrained institutions in the USA face increasing pressures from changing demographics, declining applications and enrollments, and diminishing prestige of graduate business degrees. Now more than ever these institutions need branding strategies to differentiate themselves from competitors. Meanwhile, consumer-goods firms have long used archetypes to differentiate their brands, as have research-intensive institutions of higher education. This paper argues that archetypes are at least as useful for strategic brand management at resource-constrained MBA programmes as they have been for consumer-goods firms. Further, the paper discusses the appropriate archetypes that higher-education marketers might employ to differentiate their MBA programmes’ brands.
Keywords: resource-constrained; MBA; branding; marketing; strategy; archetypes
The full article is available to subscribers to the journal.
Author's Biography
Robert Forbus is a professor of marketing and serves as assistant to the dean at Southern Connecticut State University’s School of Business. He has a PhD from the University of Connecticut. His research interests include consumer behaviour, advertising and health marketing. He is the co-author of 2014’s Today’s Business Communication: A How-to Guide for the Modern Professional, published by Business Expert Press, New York, NY. A native of Alabama, he now resides in New Britain, CT.
Robert Page is a professor of management at Southern Connecticut State University’s School of Business. He has a PhD from the University of California, Irvine, in business administration. His research interests include entrepreneurship, organisational change and leadership, both nationally and internationally. As president of Organizational Performance Systems, LLC, Robert takes an applied approach to both teaching and researching management. He is also on the editorial boards of a number of business research journals and is widely published. A native of New York state, he now resides in Hamden, CT.
