Renaming a Higher Education Institution in Africa: A Rebranding catalyst for the technological development of a country

Robert L. Williams Jr., Collins Osei, Maktoba Omar

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

Abstract


This paper will conceptually explore the use of the Renaming Process Model (Williams, et al. 2011) as a template to survey key stakeholders regarding the renaming of the African HEI Kwame Nkrumah University of Science and Technology (KNUST). The goal of KNUST is to promote the technical development of Ghana in order to advance their citizens, and build upon the general image of the country. In particular, we will investigate how the Motivation Drivers and Early Decision Factors at KNUST impact the eight Principles of Renaming, the extremely radical renaming timing, and the retro form of naming transition involved in this case. Additionally, an effort would be made to address coincident issues of national pride and nation-branding. Thus this work will apply the model not only to an organization renaming, but will investigate an organization renaming in terms of its relationship to nation branding.
Original languageEnglish
Title of host publicationProceedings of Academy of Marketing – Catching the Technology wave
PublisherAcademy of Marketing
ISBN (Print)9780854329472
Publication statusPublished - 2 Jul 2012
EventAcademy of Marketing Conference 2012: Marketing: catching the technology wave - Southampton, United Kingdom
Duration: 2 Jul 20125 Jul 2012
https://www.academyofmarketing.org/conference/conference-history/conference-2012/

Conference

ConferenceAcademy of Marketing Conference 2012
CountryUnited Kingdom
CitySouthampton
Period2/07/125/07/12
Internet address

Fingerprint Dive into the research topics of 'Renaming a Higher Education Institution in Africa: A Rebranding catalyst for the technological development of a country'. Together they form a unique fingerprint.

  • Cite this

    Williams Jr., R. L., Osei, C., & Omar, M. (2012). Renaming a Higher Education Institution in Africa: A Rebranding catalyst for the technological development of a country. In Proceedings of Academy of Marketing – Catching the Technology wave [0395] Academy of Marketing.