Cultural Branding as a Key in Positioning Schools: A Conceptual Model
The increase of people’s prosperity and education creates a change in their view about education and the need towards it. Consequently, their choice of educational institutions becomes more selective. On the other hand, the competition in this field becomes more viable due to the growth of the educational institutions. The management strategy should be evaluated. This paper discusses the interfaces between culture and school, especially those that refer to the branding. The study was carried out on a premise that creating a bond between the school and community is possible by adopting the culture in a formal education environment. This effort is expected to help schools to get a certain position in the community. Therefore, this study attempts to promote a conceptual model of cultural branding in schools and to reveal the reasons why the model becomes an effective marketing strategy in this era.
Branding, School culture, Positioning, Community bond
Ainscow, M., & Messiou, K. (2017). Engaging with the views of students to promote inclusion in education. Article in Press. Retrieved from https://www.scopus.com/inward/record.uri?eid=2-s2.0-85038371959&doi=10.1007%2fs10833-017-9312-1&partnerID=40&md5=bb7b2bfd1908b9bd159e6a2673a1c9a4
Areepattamannil, S., Freeman, J. G., & Klinger, D. A. (2017). A qualitative study of Indian and Indian immigrant adolescents’ perceptions of the factors affecting their engagement and performance in school. Article in Press. Retrieved from https://www.scopus.com/inward/record.uri?eid=2-s2.0-85038375084&doi=10.1007%2fs11218-017-9420-z&partnerID=40&md5=cce8a5a75b71d6dcb6050af8ec7816fe
Banerjee, N. (2017). Effects of Teacher-Student Ethnoracial Matching and Overall Teacher Diversity in Elementary Schools on Educational Outcomes. Article in Press. Retrieved from https://www.scopus.com/inward/record.uri?eid=2-s2.0-85038354511&doi=10.1080%2f02568543.2017.1393032&partnerID=40&md5=9228732b347c680efe2b2dc3eb4ceea1
Barnatt, J., Gahlsdorf Terrell, D., D’Souza, L. A., Jong, C., Cochran-Smith, M., Viesca, K. M., … Shakman, K. (2017). Interpreting Early Career Trajectories. Educational Policy, 31(7), 992–1032. https://doi.org/10.1177/0895904815625286
Chang, Y. Y. C. (2013). Does School Branding Matter in Secondary Education?
Chen, L. H. (2008). Internationalization or international marketing? Two frameworks for understanding international students’ choice of Canadian universities. Journal of Marketing for Higher Education, 18 (1), 1–33.
Daramola, C. O. (1985). Education and Society: What Type of Relationship?. Ilorin, Nigeria: University of Ilorin.
Díaz-Gibson, J., Zaragoza, M. C., Daly, A. J., Mayayo, J. L., & Romaní, J. R. (2017). Networked leadership in Educational Collaborative Networks. Educational Management Administration and Leadership, 45(6), 1040–1059. https://doi.org/10.1177/1741143216628532
Engerman, J. A., MacAllan, M., & Carr-Chellman, A. A. (2017). Games for boys: a qualitative study of experiences with commercial off the shelf gaming. Article in Press. Retrieved from https://www.scopus.com/inward/record.uri?eid=2-s2.0-85038126946&doi=10.1007%2fs11423-017-9548-8&partnerID=40&md5=c5297d2f9601a178c19b7005d26baab1
Ghodeswar, B. M. (2008). Building Brand Identity in Competitive Markets: a Conceptual Model. Journal of Product & Brand Management, 17 Number, 4–12.
Hampf, A. & K. L. R. (2011). Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding. Finland: Hanken School of Economics.
Hwang, J. & J. K. (2012). The role of emotional aspects in younger consumer-brand relationships,. Journal of Product & Brand Management, Volume 21, 98–108.
Karppinen, S., Kallunki, V., & Komulainen, K. (2017). Interdisciplinary craft designing and invention pedagogy in teacher education: student teachers creating smart textiles. Article in Press. Retrieved from https://www.scopus.com/inward/record.uri?eid=2-s2.0-85039058110&doi=10.1007%2fs10798-017-9436-x&partnerID=40&md5=82dc970d415756afd4ba98299a23edce
Koustourakis, G., Asimaki, A., & Spiliopoulou, G. (2017). Cultural activities and the family’s “institutionalised” cultural capital: the case of native and immigrant primary school pupils. Article in Press. Retrieved from https://www.scopus.com/inward/record.uri?eid=2-s2.0-85037972425&doi=10.1080%2f14681366.2017.1412340&partnerID=40&md5=8d3a1f7cc8c67062318ae02a61240ded
Kusuma, I. M. (2006). Manajemen Pendidikan di Era Reformasi,. Jurnal Pendidikan Penabur, No.06/Th.V, 76–86.
Mangkunegara. (2005). Perilaku dan Budaya Organisasi. Bandung: Refika Aditama.
Mourad, M. (2011). Role of brand related factors in influencing students’ choice in Higher Education (HE) market, Int. Management in Education, 5, 258–270.
Nguyen, C. D. (2017). Beyond the school setting: language teachers and tensions of everyday life. Teachers and Teaching: Theory and Practice, 23(7), 766–780. https://doi.org/10.1080/13540602.2016.1276054
Rivai, M. (2012). Education Management Analisis Teori dan Praktik. Jakarta: Raja Grafindo Perkasa.
Robbin, S. P. dan T. A. J. (2011). Perilaku Organisasi Translated by Angelica, D. Jakarta: Salemba Empat.
Shaharudin, M. R. (2010). The relationship between extrinsic attributes of product quality with brand loyalty on Malaysia national brand motorcycle/scooter. Canadian Social Science, 6 (3), 170–182.
Xie, Z. (2017). Research on the application of Chinese paper-cut art in primary and secondary school art education. Boletin Tecnico/Technical Bulletin, 55(20), 541–547.
Article StatisticAbstract view : 80 times
PDF views : 33 times
Metrics powered by PLOS ALM
How To Cite This :
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.