An Attempt at a Simplified Determination of the Brand Value of a University
An Attempt at a Simplified Determination of the Brand Value of a University

Summary/Abstract: The motivation for the analyses conducted as part of this paper was the development of an analytical tool to help build a university’s brand value. The imple- mentation of the adopted goal should provide a tool supporting activities aimed at creating the university’s brand by leaders managing education at uni- versity level. The research hypothesis was that it is possible to determine a university’s brand by using a synthetic measure of a university’s brand value. The main scientific contribution of this article is the indi- cation of variables that have not previously been used to determine the university’s brand and which occur in IT systems related to the functioning of universi- ties, so they can be used to support a more objective determination of a university’s brand value. The an- alytical method used and the analyses carried out on that basis showed that synthetic measures can support the creation of a university brand. However, the very construction of a synthetic measure of a university’s brand value that reflects reality requires the introduction of additional variables from IT systems and variables resulting from properly constructed surveys in the field of determining a university’s brand value.

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