An analysis of rebranding opportunity against the contemporary challenges of the Australian International Education Industry

Erguan Gide, Riad Shams

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The Australian International Education Industry (IEI) has been serving Australia to meet the goals of long-term skill shortages, along with its enormous contribution to Australian economy (Connelly, 2010). However, feeding Australia
with skilled international professionals is now a top priority, sourcing the right people is a complex business (Cooper, 2010). Therefore, Australia has been reinforcing its immigration policy every year based on the contemporary issues of skill shortage in the aim of meeting concurrent skill shortage goals (Australian Government, 2010). Some of the initiatives related to such a continuous changes of immigration policy have been impacted the Australian IEI indifferently. From this perspective, ten issues are emerged from literature review as contemporary challenges of the IEI, as they are impacting gloomily the brand Australia as ultimate education provider of international students. A research associated with these challenges has been initiated in the aim of rebranding the Australian IEI to reform a positive image in the mind of the key stakeholders. Merrilees and Miller‘s (2008) rebranding principles are utilised in the secondary research to flourish a rebranding opportunity for Australian IEI. A conceptual rebranding model has emerged surrounding the identified contemporary challenges of the industry from the findings of the secondary research. Reinforcing the model established as an ideal pattern for marketers for rebranding industrial or corporate image.
Original languageEnglish
Title of host publicationBook of Proceedings: Brand, Identity and Reputation: Exploring, Creating New Realities and Fresh Perspectives on Multi-Sensory Experiences
Subtitle of host publication7th Global Brand Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation SIG; April 5th – 7th 2011, Said Business School, University of Oxford, UK
Pages228-230
Publication statusPublished - 2012
Externally publishedYes
Event7th Global Brand Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation SIG - Said Business School, University of Oxford, UK, Oxford, United Kingdom
Duration: 5 Apr 20117 Apr 2011

Conference

Conference7th Global Brand Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation SIG
CountryUnited Kingdom
CityOxford
Period5/04/117/04/11

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