What brand loyalty opportunities are higher education institutions still missing? H. Rao Unnava, dean of the UC Davis Graduate School of Management, has more than 30 years of research experience focusing on the topic of brand loyalty. In this interview with Tom Hinds, director of marketing and branding at UC Davis, he shares advice with a group of higher-education communicators on what concepts institutions can use to improve student recruitment and alumni and donor engagement. Recorded on 11/10/2016. (#32241)