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Durkin, Mark; McKenna, Seamas; Cummins, Darryl – International Journal of Educational Management, 2012
Purpose: Through examination of a case study this paper aims to describe a brand re-positioning exercise and explore how an emotionally driven approach to branding can help create meaningful connections with potential undergraduate students and can positively influence choice. Design/methodology/approach: The paper's approach is a case study…
Descriptors: Foreign Countries, Higher Education, Student Recruitment, Undergraduate Students