12 July 2007

Building a Brand in Higher Education

Why business practices -- particularly brand strategies -- are becoming essential in today's universities

by Robert C. Lockwood and Jerry Hadd
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Like businesses competing for talented workers, colleges and universities vie vigorously for talented students and calculate ways to improve the conversion rate from accepted to enrolled student. The solution to the challenges schools face: Build world-class brands, just as smart companies strive to do.
Robert C. Lockwood is a Partner with Gallup.
Jerry Hadd, Ph.D., is a writer with Gallup.
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