Abstract
The role of the chief communications officer at American colleges and universities continues to shift from that of a traditional public information officer to one that requires brand marketing expertise. A changing competitive landscape, enrolment challenges and financial woes present new road blocks that risk brand crisis regularly. This case study explores how one college repositioned its brand to recover from a brand crisis after nearly closing its doors. The authors offer seven steps for a structured approach to brand development and management in order to navigate a brand rebound postcrisis.
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