BRANDING OF UNIVERSITY ATTRIBUTES PROMOTING HIGHER EDUCATION INSTITUTIONS TO BE POSITIVELY DIFFERENT FROM COMPETITORS
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
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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 | Other Fields of Education |
| Journal Section | Articles |
| Authors | |
| Publication Date | September 15, 2019 |
| Submission Date | July 18, 2019 |
| Published in Issue | Year 2019Volume: 5 Issue: 14 |
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