The Art of Marketing. Using Art Installations to Enhance Brand Image

Douglas K. Ross; Christine R. Allen

Published : 2012-10-30

Vol. 44 (2012)

The Art of Marketing. Using Art Installations to Enhance Brand Image

Douglas K. Ross

Christine R. Allen

Abstract

Changing attitudes about a brand's image is one of the most difficult tasks to accomplish in marketing. This paper will describe how Franklin University overcame that challenge with Dr. Doug Ross' Faces of Franklin campaign. The campaign utilized a unique approach to achieve its objectives with art installations as the main communication medium. The results clearly illustrate the success of the campaign and the newly enhanced brand image of Franklin University.(original abstract)

Keywords:

Company image, Enterprise's brand, Enterprise marketing, Higher education, Brand image

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Ross, D. K., & Allen, C. R. (2012). The Art of Marketing. Using Art Installations to Enhance Brand Image. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 44(44). Retrieved from https://journals.wsb.poznan.pl/index.php/znwsb/article/view/1259

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Douglas K. Ross

Affiliation:

Franklin University United States

Christine R. Allen

Affiliation:

Franklin University United States