The Uses of Institutional Culture: Strengthening Identification and Building Brand Equity in Higher Education: ASHE Higher Education Report, Volume 31, Number 2

by J. Douglas Toma; Greg Dubrow; Matthew Hartley

• ISBN13: 9780787981242
• ISBN10: 0787981249
• Format: Paperback
• Copyright: 2005-05-01
• Publisher: Jossey-Bass

Summary

This monography explores the particular set of benefits accrued by institutions that do what is necessary to enjoy a strong set of institutional norms, values, and beliefs, which is how we define culture. It also examines how that culture helps to clarify the image of that institution in ways that bring what those in marketing would call "brand equity."The authors explore institutional identification, brand equity, and institutional culture--and particularly the broad intersections among them--toward an appreciation of how institutions can use what they yield in strategy and management. Academic or administrative units are much better positioned to be effective when those within them have a concrete appreciate of the norms, values, and beliefs of the institution (culture), relate their own fortunes with those of the institution (identification), and can represent the image of the institution in ways that yield benefits for it (brand equity). The bottom line is that an institution benefits when constituents not only know but also associate it with positive attributes.This is volume 31, number 2 of the Jossey-Bass monograph ASHE Higher Education Report.

Table of Contents

Executive Summary	vii
Foreword	xi
Acknowledgments	xiii
Identification, Equity, and Culture	1	(14)
Institutional Identification	3	(1)
Brand Equity	4	(1)
Institutional Culture	5	(1)
Using Institutional Culture	6	(2)
An Illustration: Tusculum College	8	(7)
Using Culture to Strengthen Institutional Identification	15	(12)
Identifying with Institutions	16	(2)
Framing Institutional Identification	18	(3)
Strengthening Institutional Identification	21	(2)
Benefiting from Institutional Identification	23	(4)
Using Culture to Build Brand Equity	27	(12)
Institutions as Brands	28	(2)
Brand Equity	30	(4)
Building Brand Equity	34	(5)
Understanding Institutional Culture	39	(16)
Defining Institutional Culture	39	(2)
Disciplinary Foundations and Conceptual Frameworks	41	(3)
Foundational Work and Contemporary Approaches	44	(3)
Institution Types and Institutional Culture	47	(3)
Subcultures in Higher Education	50	(5)
Institutional Culture in Substance and Form	55	(20)
The Substance of Institutional Culture	56	(3)
The Forms of Institutional Culture	59	(16)
Using Institutional Culture to Strengthen Institutional Identification and Build Brand Equity	75	(4)
References	79	(18)
Name Index	97	(6)
Subject Index	103