| The concept of branding holds the key to achieving organizational goals by determining the needs and wants of target markets (Nicolescu, 2009). The brand of a community college is influenced by the interactions these individuals have on campus or in public with college administrators, faculty, and staff (Black, 2008). As a result it is imperative that brand rationale, attributes, and benefits are clearly articulated and reflect the institution's values while aligning with constituent expectations (Black, 2008). The purpose of this study was to examine the factors, which influence the branding of a community college that services two counties within the North Carolina Community College System (NCCCS). Both counties differ in population size, demographics, and socio-economic status. Specifically, this study will examine the internal branding perceptions of the institution by college administrators, staff, and faculty. This study will also examine the external branding perceptions of the college by high school guidance counselors, local community leaders, and business owners within the two county service districts.;This study was conducted within the service area of a mid-size community college located within the North Carolina Community College System (NCCCS). This community college provides services among two counties that contrast in size, demographics, and service demands. Community college employees, local high school counselors, business and community leaders were contacted to participate in this study. The interview responses revealed generalized feedback pertaining to the community college. The responses indicate the importance of the community college, as well as cost-savings the community college provides for potential students and families. Focus groups were conducted with community leaders and business owners, both of whom are considered stakeholders, located within both counties of the community college in this study. The responses of the focus groups revealed generalized feedback pertaining to the community college. The responses indicate the importance of the community college, as well as cost-savings the community college provides for potential students and families. |
