SIGNIFICANT PARAMETERS IN BRAND BUILDING OF A UNIVERSITY
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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.
Authors and Affiliations
Martina Juříková, Olga Jurášková, Josef Kocourek, Kristýna Kovářová
Keywords
Related Articles
- EP ID EP174357
- DOI -
- Views 125
- Downloads 0
THE CONSUMERS PERCEPTION OF THE BRAND IN DIGITAL ENVIRONMENT
Today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands, thanks to the proliferation of digital devices and platforms. Content that was once only available to consu...
THE BRAND VALUE IN THE PROCESS OF SHOPPING PLACE SELECTION
The contemporary marketing trend is increasingly pointing to the matter how the brand value is perceived through the customer´s eyes. There is a search for mutual dependability measuring the scale of customer´s satisfact...
NEGATIVE PSYCHOLOGICAL ASPECTS OF CONSUMER BEHAVIOUR IN THE DIGITAL AGE
Nowadays, we already know what a huge impact the digitalisation of society has on our lives. Similarly, we know several keys to reveal processes of consumer behaviour and decisionmaking. If we want to understand how cons...
PERCEPTIONS OF CZECH MILLENNIALS’ MEDIA CONSUMPTION AND COMMUNICATION MEANS
Recent years have seen a fundamental shift in how individuals are choosing to use and consume their media. The structural perspective emphasizes the importance of factors such as audience availability and access to media...
E-MARKETING RESEARCH - EVOLVING NEW POTENTIAL FOR KNOWING CONSUMERS BETTER
The purpose of an article is to present the result of studies on how internet and other electronic tools influence probable changes in the methodology of marketing research. The thesis by an author is that main influence...