Formulating a Case for the “Brand Encapsulation Model” and its viability within the Higher Education Sector

Abstract

This study will make a case for the use of a new brand valuation model called the “brand encapsulation model”; this model will build upon research conducted by David Aaker and will be proposed for the higher education sector. A survey will include a presentation of a branded item and a non-branded item to prospective consumers of varying demographics. Perspective consumers will be asked which product they would likely consume. In order to prove the validity of the brand encapsulation model, the survey will require that all of the respondents choose the branded item.

Author Biography

Patrick R. Goncalves, Boston College

Patrick is a higher ed marketing and communications professional with over 15 years of experience in multimedia production.  Patrick has produced content for Boston University, MIT and Boston College. He is focused on providing strategic solutions for the digital domain and skilled in leveraging new technology to administer and measure successful promotional initiatives. Patrick holds a Bachelor of Fine Arts in New Media from the Massachusetts College of Art and Design and a Master of Science in Media Entrepreneurship from Boston University.

Published
2019-05-14
How to Cite
Goncalves, P. R. (2019). Formulating a Case for the “Brand Encapsulation Model” and its viability within the Higher Education Sector. Journal of Marketing Communications for Higher Education, 1(2). https://doi.org/10.6017/jmche.v1i2.11095