CORPORATE REBRANDING AS A MANAGEMENT STRATEGY FOR BRAND IMAGE IN THE UNIVERSITY

Abstract

Every University is unique in terms of profile, organizational structure, organizational culture, developmental stages, resources availability, politics, strategic goals, different faculties and other different issues. It is expected that the Management of Universities create a social, friendly and academic atmosphere that will enhance the interplay between the Management and other stakeholders in the building of a formidable corporate brand. Unfortunately, when multiple crisis happens, the Management of University reputation is at stake. Hence, the need for rebranding. This paper theorizes the effects of corporate rebranding on brand image in Lagos State University from a social constructionist point of view. With the aid of taxonomy of brand perspectives and the theory of Social construction, this paper was able to analyze labor relations, Management policies and brand image to conclude that continuous communication of information to stakeholders via formal and informal signals is very vital in creating formidable corporate brand image. Also, improved service quality and good public relations are very important for the development and management of University brand image.