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  • BRAND MANAGEMENT IN HIGHER EDUCATION
    BRAND MANAGEMENT IN HIGHER EDUCATION
    CASANOVES BOIX, J.
    What is brand capital? And how to manage it strategically in higher education institutions.Brand implies more than just the producer’s promise to the consumer, it is a link based on the perceptions and experiences of the client every time he connects with it. Although the relationship between the consumer and the brand is an individual reality, universal guidelines and behaviou...
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