Identification of key elements of university brand in brand formation and management existing models
The article studies the main domestic and foreign models of brand formation and management. The purpose of the study is related to the key brand elements identification presented in the existing brand identity models, which are necessary for understanding the elements underlying a higher education i...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2024-03-01
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| Series: | Вестник университета |
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| Online Access: | https://vestnik.guu.ru/jour/article/view/5061 |
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| author | K. A. Arzhanova |
| author_facet | K. A. Arzhanova |
| author_sort | K. A. Arzhanova |
| collection | DOAJ |
| description | The article studies the main domestic and foreign models of brand formation and management. The purpose of the study is related to the key brand elements identification presented in the existing brand identity models, which are necessary for understanding the elements underlying a higher education institution brand. The existing brand models have been studied as part of the university brand formation analysis. The literature critical analysis method on the research problem has been chosen as the main research method. A number of general scientific research methods were used in the course of achieving the set goal such as analysis, problematization, generalization, synthesis, deduction, and induction. According to the empirical study outcome, the author presents the identity considered models analysis result. The presented models do not fully reflect the brand formation process, do not include all the necessary elements of the brand. Common thing to all models is the presence of a number of components such as values, brand personality, attributes, and benefits. To develop a higher education institution brand formation model, it is necessary to consider all the elements affecting its brand. Recommendations for further research related to brand formation have been given. |
| format | Article |
| id | doaj-art-458dc0111a1841569f7b15e9de4f7d01 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2024-03-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-458dc0111a1841569f7b15e9de4f7d012025-02-04T08:28:19ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152024-03-0102415110.26425/1816-4277-2024-2-41-513024Identification of key elements of university brand in brand formation and management existing modelsK. A. Arzhanova0State University of ManagementThe article studies the main domestic and foreign models of brand formation and management. The purpose of the study is related to the key brand elements identification presented in the existing brand identity models, which are necessary for understanding the elements underlying a higher education institution brand. The existing brand models have been studied as part of the university brand formation analysis. The literature critical analysis method on the research problem has been chosen as the main research method. A number of general scientific research methods were used in the course of achieving the set goal such as analysis, problematization, generalization, synthesis, deduction, and induction. According to the empirical study outcome, the author presents the identity considered models analysis result. The presented models do not fully reflect the brand formation process, do not include all the necessary elements of the brand. Common thing to all models is the presence of a number of components such as values, brand personality, attributes, and benefits. To develop a higher education institution brand formation model, it is necessary to consider all the elements affecting its brand. Recommendations for further research related to brand formation have been given.https://vestnik.guu.ru/jour/article/view/5061branduniversity brandbrand modelsbrand identitybrand managementbrand formationbrand perceptionloyalty |
| spellingShingle | K. A. Arzhanova Identification of key elements of university brand in brand formation and management existing models Вестник университета brand university brand brand models brand identity brand management brand formation brand perception loyalty |
| title | Identification of key elements of university brand in brand formation and management existing models |
| title_full | Identification of key elements of university brand in brand formation and management existing models |
| title_fullStr | Identification of key elements of university brand in brand formation and management existing models |
| title_full_unstemmed | Identification of key elements of university brand in brand formation and management existing models |
| title_short | Identification of key elements of university brand in brand formation and management existing models |
| title_sort | identification of key elements of university brand in brand formation and management existing models |
| topic | brand university brand brand models brand identity brand management brand formation brand perception loyalty |
| url | https://vestnik.guu.ru/jour/article/view/5061 |
| work_keys_str_mv | AT kaarzhanova identificationofkeyelementsofuniversitybrandinbrandformationandmanagementexistingmodels |