Development of higher education institution brand – association context
2013
Batraga, A., University of Latvia, Riga (Latvia) | Medne, I., University of Latvia, Riga (Latvia) | Dmitrijeva, K., University of Latvia, Riga (Latvia) | Salkovska, J., University of Latvia, Riga (Latvia)
In a modern organization, a brand determines the strategy of the enterprise operation. The brand mission and vision are on the top of the organization business model. A strong organization brand is currently represented by the value established by a range of criteria, including brand associations that bear an abstract link with the enterprise. The associations comprise the product attributes, customer’s gains, lifestyles, events and emotions. Associations represent a force that creates both the first impression about the enterprise, the brand as well as loyalty and competitive advantage. The creation of associations is based on the aim to increase the brand value. In market terms, the brand of a higher education institution is its image. Currently, the brand of a higher education institution is among the topical competitive conditions, which allow distinguishing the achievements of the higher education institution and its communication ability to the target audience. A higher education institution, like an enterprise, is currently facing the conceptual and practical issues of developing its brand and the brand value, the issues being determined by the understanding of a brand and marketing. The article provides an insight in the aspects of the brand value conditions based on the role of associations in the development of a brand value. The article focuses on the creation and improvement of associations based on the brand value criteria of a higher education institution.
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