The case is considered a landmark decision agency on whether or not to carry out branding initiative. Founded in 1802, West Point has played a key role in the history of America. This is one of the oldest institutions of higher education of the country and is well known for producing prominent military, political and business leaders. In an increasingly competitive higher education, director of strategic communications at the U.S. Military Academy faced with the decision of whether to invest in the re-branding effort. Throughout the history of the school, a few different logos, and have little uniformity or guidance on the application exists. These latest consumer survey provides some insight to the decision-maker to behold, as the recent introduction of the school on the cover of Forbes, as the number one institution in the country. Multiple stakeholders, tradition, the competitive environment and resources of all the factors in the decision making process. "Hide
by Anat Keinan Source: Harvard Business School 26 pages. Publication Date: August 29, 2011. Prod. #: 512012-PDF-ENG
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