<jats:p xml:lang="en">Every organisation with a product or service is or should be concerned with its brand position. Within the higher education sector, virtually every college is faced with significant challenges with regard to its finances and enrolment. This case study provides the experience of Converse College in its decision to shift its brand position in the realm of price. Along with outcomes from implementing this shift in brand position, recommendations are provided. The case study provides practitioners with insights to adopt and pitfalls to avoid. For researchers there is an opportunity to look at how changes in brand position can affect customer perception of status good items.</jats:p>
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