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
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