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.
|Title of host publication||Proceedings of Academy of Marketing – Catching the Technology wave|
|Publisher||Academy of Marketing|
|Publication status||Published - 2 Jul 2012|
|Event||Academy of Marketing Conference 2012: Marketing: catching the technology wave - Southampton, United Kingdom|
Duration: 2 Jul 2012 → 5 Jul 2012
|Conference||Academy of Marketing Conference 2012|
|Period||2/07/12 → 5/07/12|
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  Academy of Marketing.