Organizational Culture and Brand Equity at Three Historically Black Colleges and Universities

• In Event: Multiple Perspectives on Higher Education Inclusion

Abstract

This study sought to understand the organizational cultures of three HBCUs and to explore how the cultures relate to and contribute toward each institution’s brand equity. Using a multi-case method and Hatch & Schultz’s Vision-Culture-Image Alignment Model, we analyzed institutional culture to understand what, if any, connections exist between culture and branding through the eyes of students, faculty, and administrators. We found that participants had divergent perceptions of the culture and brand, which varied based on their role at the institution. Facets of the culture were confirmed by documents and observations; however, two of three HBCUs investigated had misalignment between how participants stated or understood the culture and brand compared to how they were depicted in documents and through observation.

Authors

• Isaac Agbeshie-Noye, The George Washington University

• Mikyong Minsun Kim, The George Washington University