BRAND MANAGEMENT AND PRIVATE UNIVERSITIES: THE IMPORTANCE OF BUILDING EDUCATIONAL BRAND CAPITAL

2019 ◽  
Author(s):  
Javier Casanoves-Boix
Keyword(s):  
Brand Management ◽  
Private Universities ◽  
Brand Capital

scholarly journals EDUCATIONAL BRANDING IN PRIVATE SPANISH UNIVERSITIES: BUILDING BRANDS THAT THE PUBLIC FALL IN LOVE WITH

2020 ◽  
Vol 3 (2) ◽  
pp. 145-163
Author(s):  
Javier Casanoves-Boix ◽  
Inés Küster-Boluda ◽  
Natalia Vila-López
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Private Universities ◽  
The Public ◽  
Service Staff ◽  
Quantitative Sample ◽  
Brand Capital ◽  
Spanish Universities ◽  
The Impact

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the variables of brand capital at the educational level and, in particular, the importance of building brand image to maximize the perception of brand capital in Spanish private universities. At the same time, there are significant differences in perception among the different university agents involved, being the service staff the highest average in all variables, such as: (1) brand awareness, (2) brand image, (3) perceived quality and (4) brand loyalty.

scholarly journals Conceptual Principles of Brand Formation

2021 ◽  
Vol 5 (520) ◽  
pp. 396-401
Author(s):  
K. V. Kovalchuk ◽  
◽  
M. R. Podorozhna ◽  
Keyword(s):  
Brand Management ◽  
Psychological Needs ◽  
Leadership Identity ◽  
Global Brands ◽  
Positioning Strategy ◽  
Brand Development ◽  
Wheel Model ◽  
Brand Capital ◽  
Clear Idea ◽  
Key Aspects

The article presents a conceptual basis for the formation of a brand based on the analysis of key ideas of researchers and practitioners engaged in branding issues, business philosophy in market relations, development of trademark and brand, development of marketing strategies, advertising, promotion of goods in the market. According to the analysis of generally accepted conceptions ("Brand capital", "Brand wheel" model, "Theory of image", "Strategic brand management", "4-D Branding", "Maximization of potential shopping brands", "Value-based-Marketing ») and theories of the brand of such scientists as D. Aaker, T. Ged, D. Ogilvi, Y. Ellwood, J.-N. Kapferer was formed the conceptual framework of branding, which includes such concepts as "brand capital", "trademark", "image", "reputation"; the characteristics of the brand are highlighted - leadership, identity, uniqueness, value, advantage; the essence of the brand is defined from the positions of manufacturer, which forms the competitive advantages of the product for the consumer through satisfaction of the functional, social, economic, psychological needs of the latter. Particular attention in the article is paid to the conceptions of brand positioning, where the main "players" of the market are determined as the company, competitors and consumers. The brand’s position provides information on identity through communication tools. The brand’s positioning includes the desire to emphasize its key aspects, and the idea of a positioning strategy is represented by the clear idea of the brand position communicated to the consumer. The brand’s position is disclosed through a set of associations, ideas and expectations that the consumer connects with the brand. This is a relative conception based on a comparison by the consumer of this brand with competing brands. The real confirmation of the use of these conceptions in the formation of the brand of companies is provided by an analysis of the rating positions of such global brands as Apple, Amazon, Mercedes-Benz, Toyota, Google, Microsoft.

BRANDING IN PRIVATE UNIVERSITIES AT EL SALVADOR: BRANDS THAT THE PUBLIC FALL IN LOVE WITH

2021 ◽  
Author(s):  
Javier Casanoves-Boix ◽  
◽  
Ana Cruz-García ◽  
Pablo Pinazo-Dallenbach ◽  
José Ricardo Flores-Pérez ◽  
...  
Keyword(s):  
El Salvador ◽  
Undergraduate Students ◽  
Structural Equation ◽  
Private Universities ◽  
Private University ◽  
Equation Modeling ◽  
Suitable Model ◽  
San Salvador ◽  
Digital Format ◽  
Brand Capital

This research was carried out to examine the role of educational brand capital applied to private universities in El Salvador. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher education sector. Once a suitable model was established, an empirical study was realized through a questionnaire in digital format, using a sample of 381 valid responses from undergraduate students from a private university in San Salvador (El Salvador). In order to validate the proposed construct, structural equation modeling will be applied, using SPSS v.19 and EQS 6.2 as working tools. The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables, which are: brand awareness, brand image, perceived quality, and brand loyalty.

The Relationship Between The University Services Marketing And the Leading Orientation And Their Impact In Enhancing The University Reputation

2018 ◽  
Vol 2 (3) ◽  
pp. 110-140 ◽  
Author(s):  
Nusseibeh Ahmed Abdul Wahid
Keyword(s):  
Private Universities ◽  
Services Marketing ◽  
Correlation Relationship ◽  
Independent Variables ◽  
Marketing Orientation ◽  
University Reputation ◽  
Administrative Leaders ◽  
University Services ◽  
The University ◽  
The Relationship

The relationship between the university services marketing and the leading orientation and their impact in enhancing the university reputation: Field study on a sample of administrative leaders in       private universities in the Erbil city Objective - The current study try to find the role of marketing university services (educational services, research services, community services) and the leading orientation (research mobilization, distinction, cooperation, university policies, proactive) as independent variables in enhancing the university's reputation as dependent a variable (Social responsibility, innovation, quality of service, image of the organization) in a sample of private universities in the Erbil city. Methodology of the study - The problem of the study was determined in several questions related to the nature of the correlation relationship - the effect of independent study variables (marketing of university services and leadership orientation) and the dependent variable (the reputation of the university). For this purpose, the hypotheses were subjected to multiple tests. The study used the questionnaire as a means to obtain data from the administrative leaders of the investigated universities. - The study was used the analytical descriptive method. The main and sub-variables were described and correlation and effect relationships were analyzed between the variables using advanced statistical methods (arithmetic mean, standard deviation, percentages, Pearson correlation, multiple regression test) , And the implementation of the statistical program (SPSS-Ver.18). The study was conducted in the educational sector in the city of Erbil, in order to obtain the necessary information for the field through a questionnaire prepared for this purpose and distributed to six universities. The number of respondents was (73) (Presidents of universities, their assistants, deans, their assistants, heads of departments) at the universities in question. The value of the study: The main conclusions of the study are the existence of a significant relationship between the variables of the study and the existence of a significant effect of the independent variable marketing of university services and the leading trend in the dependent variable universities reputation and the existence of variation of the effect of independent variables in the dependent variable in the universities investigated, A set of recommendations, the most important of which is the establishment of a center for the marketing of services at the university level and at the level of each college. In order to conduct a continuous study of the labor market to determine market needs, the university should be aware of the importance of marketing orientation in university education

Brand Management: A Brief Study

2012 ◽  
Vol 2 (3) ◽  
pp. 31-32
Author(s):  
Bhavin M Badiyani ◽  
Keyword(s):  
Brand Management

A study on SNS marketing communication and brand management in the airline industry

2019 ◽  
Vol 28 (8) ◽  
pp. 91-110
Author(s):  
Hee-Kyoung Jung ◽  
In Young Jung ◽  
HeeSup Han
Keyword(s):  
Airline Industry ◽  
Brand Management ◽  
Marketing Communication
Sign in / Sign up

Export Citation Format

Share Document