BRAND BUILDING OF A UNIVERSITY THROUGH UNIVERSITY CULTURE
BRAND BUILDING OF A UNIVERSITY THROUGH UNIVERSITY CULTURE

Summary/Abstract: Customers behavior patterns of companies of any type and activities that are easily legible for a company are increasingly linked to a greater transparency of the actual behavior of companies from the perspective of customers as well as company employees. Therefore, companies try to bring the values of corporate culture into accordance with a brand promise. The priorities are not only the products that companies offer, but they still devote more time to clarify the company's mission and values of its culture of quality and so they try to get to a new level of social intelligence and selfawareness.The contribution aims to introduce an important aspect of building a strong brand which is the fulfillment of values of corporate culture. At the same time the authors of the contribution want to apply the best practices of building a brand towards the conditions of universities, despite the fact that the attention has not always been paid to building a brand in this environment. Research in conditions of a particular university pointed out to interesting facts and justification of solution of this problem in terms of universities and institutions operating in the market of educational services.

• Details
• Contents