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BRANDING OF UNIVERSITY ATTRIBUTES PROMOTING HIGHER EDUCATION INSTITUTIONS TO BE POSITIVELY DIFFERENT FROM COMPETITORS

Year 2019, Volume 5, Issue 14, 231 - 237, 15.09.2019
https://doi.org/10.18768/ijaedu.593501

Abstract

Branding of the universities is rather new thing in nowadays world. In fact, universities have been chosen considering their features for years.

“A brand is defined as a name, term, sign, symbol (or a combination of these) that identifies the maker or seller of the product” (Kotler & Armstrong, 2012). Accordingly, creating brand in most cases is started from inventing name and logo and positioning them on the market. But, besides visual components (name, logo) invisible process inside organization gives brand competitive advantage (Szczepanska-Woszczyna, 2016).  The aim of the present study is to show that internal factors, processes are really valuable and crucial in decision-making process.

Leading universities all over the world are involved in the process of creating valuable brands, have invented and implemented innovative, as well as attractive tools of branding. “University branding requires that the higher education institutions clearly define their differentiating features” (Rekettye & Pozsgai, 2014). Importance of branding derives from the fact, that exactly brand recognition is valuable factor in the process of choosing service (Srinivas, 2012). The universities of most eastern European countries lag behind not considering trends of top international universities.

The main focus of the article is how Georgian universities lead to positioning themselves. The problem in their branding process is that most of them do not define their differentiating features and position themselves the similar way. High school students have no opportunity of choosing universities according to their requirements, that makes studying abroad more and more popular.

The objective of the article is to show how much important it is to plan and develop university internal attributes so, that they strengthened brand itself and made it desirable for customers.   Creating identity for the university is the strategy of university branding. Identity can be created using differentiating features this particular institution provides. The aim of many universities in nowadays world is making life easy for students and passing difficult periods with less harm (Javani, 2016).

References

  • Altunisik, R. (2013). The role of lecturer related factors in students` perceptions ad satisfaction in distance education. Science Direct, 3076. Architectural Digest. (2017, February 21). The 9 best new university buildings around the world. Retrieved November 05, 2018, from Architectural Digest: https://www.architecturaldigest.com/story/the-9-best-new-university-buildings-around-the-world Bulls Eye Magazine. (2016, February 22). Marketing strategies for universities. Retrieved January 31, 2019, from Bulls Eye: http://www.bullseye-magazine.eu/article/marketing-strategies-universities/ Dicheva, D., & Dichev, C. (2016). An active learning model employing flipped learning and gamification strategies. Research Gate. 1-7 Dominici, G., & Palumbo, F. (2013). How to build an e-learning product: factorsfor student/customer satisfaction. Business Horizons, 56(1), 87-96. Drori, G. S., Delmestri, G., & Oberg, A. (2013). Branding the university: relational strategy of identity construction in a competitive field. Portland Press Limited, 137-151. Harvard Business Review. (2005, May). How business schools lost ther way. Retrieved January 31, 2018, from Harvard Business Review: https://hbr.org/2005/05/how-business-schools-lost-their-way Harvard Business Review. (2012, July-August). Teaching sales. Retrieved January 31, 2018, from Harvard Business Review: https://hbr.org/2012/07/teaching-sales Huxley, G., & Peacey, M. W. (2016). How do universities differentiate themselves? Editorial Express, 1-20. Javani, V. (2016). University branding: a conceptualizing model. International Journal of Academic Research in Business and Social Sciences, 6(4), 227-232. Konecny, M., & Kolouchova, D. (2013). The importance of brand on B2B markets. Central European Business Review, 2(4), 25-27. Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). New Jersey: Pearson Education. Matsumoto, T. (2016). The flipped classroom experience of gamified. Scientific Research, 7(10), 1475-1479. Mortensen, C. J., & Nicholson, A. (2015). Improved student achievement through gamification and flipped classroom. American Society of Animal Science, 3722-3731. Oxford Royale Academy. (2014, September 11). 11 unique characteristics of certain universities. Retrieved October 31, 2018, from Oxford Royale Academy: https://www.oxford-royale.co.uk/articles/unique-characteristics-universities.html Rekettye, G., & Pozsgai, G. (2014). University and place branding: the case of universities located in ECC (Europen Capital of Culture) cities. Econviews, 13-24. Srinivas, D. (2012). Effect of viral marketing on brand equity building with reference to online social networking sites. International Research Journal of Management Science and Technology, 3(1), 710-718. Szczepanska-Woszczyna, K. (2016). Components of brand of a higher education institution. Academy of Business, 99-103.

Year 2019, Volume 5, Issue 14, 231 - 237, 15.09.2019
https://doi.org/10.18768/ijaedu.593501

Abstract

References

  • Altunisik, R. (2013). The role of lecturer related factors in students` perceptions ad satisfaction in distance education. Science Direct, 3076. Architectural Digest. (2017, February 21). The 9 best new university buildings around the world. Retrieved November 05, 2018, from Architectural Digest: https://www.architecturaldigest.com/story/the-9-best-new-university-buildings-around-the-world Bulls Eye Magazine. (2016, February 22). Marketing strategies for universities. Retrieved January 31, 2019, from Bulls Eye: http://www.bullseye-magazine.eu/article/marketing-strategies-universities/ Dicheva, D., & Dichev, C. (2016). An active learning model employing flipped learning and gamification strategies. Research Gate. 1-7 Dominici, G., & Palumbo, F. (2013). How to build an e-learning product: factorsfor student/customer satisfaction. Business Horizons, 56(1), 87-96. Drori, G. S., Delmestri, G., & Oberg, A. (2013). Branding the university: relational strategy of identity construction in a competitive field. Portland Press Limited, 137-151. Harvard Business Review. (2005, May). How business schools lost ther way. Retrieved January 31, 2018, from Harvard Business Review: https://hbr.org/2005/05/how-business-schools-lost-their-way Harvard Business Review. (2012, July-August). Teaching sales. Retrieved January 31, 2018, from Harvard Business Review: https://hbr.org/2012/07/teaching-sales Huxley, G., & Peacey, M. W. (2016). How do universities differentiate themselves? Editorial Express, 1-20. Javani, V. (2016). University branding: a conceptualizing model. International Journal of Academic Research in Business and Social Sciences, 6(4), 227-232. Konecny, M., & Kolouchova, D. (2013). The importance of brand on B2B markets. Central European Business Review, 2(4), 25-27. Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). New Jersey: Pearson Education. Matsumoto, T. (2016). The flipped classroom experience of gamified. Scientific Research, 7(10), 1475-1479. Mortensen, C. J., & Nicholson, A. (2015). Improved student achievement through gamification and flipped classroom. American Society of Animal Science, 3722-3731. Oxford Royale Academy. (2014, September 11). 11 unique characteristics of certain universities. Retrieved October 31, 2018, from Oxford Royale Academy: https://www.oxford-royale.co.uk/articles/unique-characteristics-universities.html Rekettye, G., & Pozsgai, G. (2014). University and place branding: the case of universities located in ECC (Europen Capital of Culture) cities. Econviews, 13-24. Srinivas, D. (2012). Effect of viral marketing on brand equity building with reference to online social networking sites. International Research Journal of Management Science and Technology, 3(1), 710-718. Szczepanska-Woszczyna, K. (2016). Components of brand of a higher education institution. Academy of Business, 99-103.

Details

Primary Language English
Subjects Education and Educational Research
Journal Section Articles
Authors

Ana KAZAİSHVİLİ
Georgia

Publication Date September 15, 2019
Application Date July 18, 2019
Acceptance Date September 5, 2019
Published in Issue Year 2019, Volume 5, Issue 14

Cite

EndNote %0 International E-Journal of Advances in Education BRANDING OF UNIVERSITY ATTRIBUTES PROMOTING HIGHER EDUCATION INSTITUTIONS TO BE POSITIVELY DIFFERENT FROM COMPETITORS %A Ana Kazaishvili %T BRANDING OF UNIVERSITY ATTRIBUTES PROMOTING HIGHER EDUCATION INSTITUTIONS TO BE POSITIVELY DIFFERENT FROM COMPETITORS %D 2019 %J IJAEDU- International E-Journal of Advances in Education %P 2411-1821-2411-1821 %V 5 %N 14 %R doi: 10.18768/ijaedu.593501 %U 10.18768/ijaedu.593501

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