BRAND OF HIGHER EDUCATIONAL INSTITUTIONAL: ESPECIALLY THE FORMATION
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BRAND OF HIGHER EDUCATIONAL INSTITUTIONAL: ESPECIALLY THE FORMATION
Annotation
PII
S0207-36760000616-6-1
Publication type
Article
Status
Published
Edition
Pages
218-243
Abstract
The issue of forming the University brand is being researched in the article. The directions and factors of forming the University brand are being analyzed, the scheme of stages of the process of its establishment based on the author's image of the notion 'brand' is offered. The branding peculiarities of the University activities are defined and the algorithm of the process of the University brand management adjusted to its architecture is suggested. For the first time the model of reciprocal influence of the organizational University culture and the brand is suggested with highlighting of the peculiarities of their attributiveness and their structural elements: individuality, values, architecture, associations. The recommendations on the University brand forming are given on the base of the model.
Keywords
brand, branding, university, choice, interests, quality, motives, organizational identity, organizational culture, brand positions, university product, faculty, advertisement, consumers, reputation, learning process, element, university entrants, university perception, need, higher education college, popularity, settings, students, level, financial accessibility
Date of publication
01.12.2009
Number of purchasers
0
Views
487
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0.0 (0 votes)
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