Building scientific institution’s brand with online instruments
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2016, Vol 19, Issue 1
Abstract
The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.
Authors and Affiliations
Barbara Mróz-Gorgoń, Aleksandra Całka
Keywords
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- EP ID EP205377
- DOI 10.14611/minib.19.01.2016.09
- Views 57
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