Брендинг вищого навчального закладу

Abstract

Досліджено теоретичні засади формування брендингу вищих навчальних закладів, зокрема проведено науковий аналіз сутності визначення бренду, досліджено відмінності між торговою маркою і брендом. Визначено концепцію брендингу вищих навчальних закладів, охарактеризовано основні об’єкти брендингу, такі, як товар-освітня послуга, її корпоративні цінності; персонал; керівництво; випускники. Також визначено відмінні особливості брендингу вищих навчальних закладів.

The theoretical basis of the higher educational establishment branding creation, including the scientific analysis of its essence are investigated, differences between “trademark” and “brand” are examined. The conception of branding of higher educational establishment, which includes the successful representation of universities as educational institutions that is specific, high ranking, famous not only in Ukraine but also abroad, is proposed. The basic items such as product branding and educational services, its corporate values, staff, management, alumni Formation brand, begins with the production of quality educational services. Generally speaking about the education market, corporate values, which are based on the uniqueness of educational services should be created. All participants of the educational process should be the part of branding creation process, share values of educational institution. The main role in branding policy of universities is in guidance that should generate and transmit enthusiasm of all the staff and customers. To generate long-term policy of branding it necessary to create a sense of commitment and then, regardless of the external conditions and factors, students will try to get education in this university and after graduation will become a tool for its brand promotion.