THE BRAND: ONE OF THE UNIVERSITY’S MOST VALUABLE
                               ASSET


                     Andreea Muntean, ”1 Decembrie 1918” University of Alba Iulia
                      Lucia Cabulea, ”1 Decembrie 1918” University of Alba Iulia
                      Dan Danuletiu, ”1 Decembrie 1918” University of Alba Iulia


ABSTRACT: In today’s higher education landscape, college and university leaders may well
consider principles of brand management to assure their positions vis-à-vis their competitors.
Although considerable differences between higher education and product brands exist, there are
sufficient similarities to warrant a foray into issues of brand management. Higher education
leaders may derive guidance to manage effectively what may be the most important intangible asset
a college or university owns—its long-term image and bundle of core meaning.
        In this paper we discuss issues related to brand management and strategies for re-branding
in higher education, with a case study at ”1 Decembrie 1918” University of Alba Iulia.

Key Words: brand, brand management, higher education, re-branding

JEL Code: M31