University trademarks: strategies of top Chinese universities
Abstract Fierce, ever-increasing competition has prompted universities to pay more attention to their academic brand. Since the 1980s, top Chinese universities have begun to register trademarks and manage academic brands. After more than 20 years of hard work, what have they achieved? This paper, wh...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2022-08-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-022-01273-7 |