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Brand Inside Meets Brand Outside
- Article from:
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Design Management Review
- Article date:
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April 1, 2008
- Author:
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Copyright informationCopyright Design Management Institute Spring 2008. Provided by ProQuest LLC. (Hide copyright information)
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This case study on Argosy University-and the broader lessons it conveys-exemplifies the principle that brand development is an external and internal process. Karl D. Speak and Gilman Hanson discuss their work to determine Argosy's brand ethos, as well as the steps they take leveraging that reality to create a robust brand platform that motivates employees and engages the target market.
Building a strong brand has offered the promise of transforming the way organizations encourage customer loyalty, gain sustainable competitive advantage, and generate superior financial results. Clearly, some organizations have reaped those benefits by championing the discipline of corporate brand management.
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