SIGNIFICANT PARAMETERS IN BRAND BUILDING OF A UNIVERSITY
SIGNIFICANT PARAMETERS IN BRAND BUILDING OF A UNIVERSITY
Author(s): Martina Juříková, Olga Jurášková, Josef Kocourek, Kristýna KovářováSubject(s): Media studies, School education, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; brand building; higher education; image; marketing communication;
Summary/Abstract: In a consideration of an ever-increasing competition for students in higher education it is necessary to analyze a brand perception of a university or more precisely of a faculty, manage the brand effectively and adjust marketing communication to target groups which will arouse positive image and at the same time retain it. An analysis of brand image of a selected Czech faculty (Faculty of Multimedia Communications of TBU in Zlín) is therefore an aim of this contribution. Based on the results of two quantitative surveys it is necessary to determine the applicant perception of image parameters of the selected faculty first and then verify whether the contradictory factors significantly affect the perception of chosen university prestige.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 123-131
- Page Count: 9
- Language: English
