Brand management based on consumer perceptions of a university

The paper scrutinizes the problems of positioning and managing the brand of an educational institution. Lack of the algorithm for managing a university brand on the basis of a positioning strategy is the main issue for academics to resolve. The authors find that the concept of position in the scien...

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Autores principales:	Kapustina L.M., Zhadko E.A.
Formato:	article
Lenguaje:	RU
Publicado:	Ural State University of Economics 2019
Materias:	brand brand management position of an educational institution points of differentiation points of parity positioning strategy marketing communications Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/9f3a9aab527a467a9df9ae5b5a2b101c
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spelling	oai:doaj.org-article:9f3a9aab527a467a9df9ae5b5a2b101c2021-12-02T07:40:54ZBrand management based on consumer perceptions of a university10.29141/2218-5003-2019-10-4-92218-5003https://doaj.org/article/9f3a9aab527a467a9df9ae5b5a2b101c2019-09-01T00:00:00Zhttp://upravlenets.usue.ru/images/80/9.pdfhttps://doaj.org/toc/2218-5003 The paper scrutinizes the problems of positioning and managing the brand of an educational institution. Lack of the algorithm for managing a university brand on the basis of a positioning strategy is the main issue for academics to resolve. The authors find that the concept of position in the scientific literature has been little studied. At that, the position communicated by the university may not coincide with consumer perceptions of its brand. The methodological basis of the research includes the theoretical principles of brand management and positioning, as well as marketing research methods: content analysis, consumer surveys, in-depth interviews, expert assessment of the position characteristics. The authors propose a detailed definition of the term “position of an educational institution” and develop a typology of positioning strategies in the market for vocational education based on a combination of points of parity and points of differentiation characterizing the position of a university. The paper provides an algorithm for dynamic brand management that allows identifying and smoothing the differences between the position claimed by the university and that perceived by consumers. The brand management algorithm is tested using the case of the Ural State University of Economics (USUE). The results show that the USUE’s position corresponds to consumer perceptions for only 54.7 %. The article presents the university’s characteristics to be corrected and devises a scheme for marketing communications to bring the university’s position into compliance with consumer perceptions.Kapustina L.M.Zhadko E.A.Ural State University of Economicsarticlebrandbrand managementposition of an educational institutionpoints of differentiationpoints of paritypositioning strategymarketing communicationsBusinessHF5001-6182FinanceHG1-9999RUУправленец, Vol 10, Iss 4, Pp 98-109 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	brand brand management position of an educational institution points of differentiation points of parity positioning strategy marketing communications Business HF5001-6182 Finance HG1-9999
spellingShingle	brand brand management position of an educational institution points of differentiation points of parity positioning strategy marketing communications Business HF5001-6182 Finance HG1-9999 Kapustina L.M. Zhadko E.A. Brand management based on consumer perceptions of a university
description	The paper scrutinizes the problems of positioning and managing the brand of an educational institution. Lack of the algorithm for managing a university brand on the basis of a positioning strategy is the main issue for academics to resolve. The authors find that the concept of position in the scientific literature has been little studied. At that, the position communicated by the university may not coincide with consumer perceptions of its brand. The methodological basis of the research includes the theoretical principles of brand management and positioning, as well as marketing research methods: content analysis, consumer surveys, in-depth interviews, expert assessment of the position characteristics. The authors propose a detailed definition of the term “position of an educational institution” and develop a typology of positioning strategies in the market for vocational education based on a combination of points of parity and points of differentiation characterizing the position of a university. The paper provides an algorithm for dynamic brand management that allows identifying and smoothing the differences between the position claimed by the university and that perceived by consumers. The brand management algorithm is tested using the case of the Ural State University of Economics (USUE). The results show that the USUE’s position corresponds to consumer perceptions for only 54.7 %. The article presents the university’s characteristics to be corrected and devises a scheme for marketing communications to bring the university’s position into compliance with consumer perceptions.
format	article
author	Kapustina L.M. Zhadko E.A.
author_facet	Kapustina L.M. Zhadko E.A.
author_sort	Kapustina L.M.
title	Brand management based on consumer perceptions of a university
title_short	Brand management based on consumer perceptions of a university
title_full	Brand management based on consumer perceptions of a university
title_fullStr	Brand management based on consumer perceptions of a university
title_full_unstemmed	Brand management based on consumer perceptions of a university
title_sort	brand management based on consumer perceptions of a university
publisher	Ural State University of Economics
publishDate	2019
url	https://doaj.org/article/9f3a9aab527a467a9df9ae5b5a2b101c
work_keys_str_mv	AT kapustinalm brandmanagementbasedonconsumerperceptionsofauniversity AT zhadkoea brandmanagementbasedonconsumerperceptionsofauniversity
_version_	1718399298210627584

Brand management based on consumer perceptions of a university

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