| Branding of Educational Institution: Current State, Opportunities and Development Stages |
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Authors: Igor M. ALIKPEROV Cand. Sc. (Econ.), Associate Professor of Marketing and International Management Dept. Abstract: Educational institutions are now facing a growing number of market laws and forced to apply more marketing tools in management owing to toughening market competition and numerous changes in the regulatory framework. The paper examines the issues of naming and branding of educational institutions, which, in the context of new institutional conditions, have to position their services in a more effective manner. In the article the main approaches to the formation of trademarks of educational institutions in Russia and abroad are studied, and the practice of naming is analyzed. On the basis of the new Federal Law "On Education in the Russian Federation”, the author justifies not only the necessity, but also the possibility to apply new approaches to the formation of Russian universities’ trademarks. An algorithm for creating a brand of educational institution is proposed. Keywords: MARKETING, TRADEMARK, NAMING, BRANDING, EDUCATIONAL INSTITUTION, POSITIONING For citation: Igor M. Alikperov. Branding of Educational Institution: Current State, Opportunities and Development Stages. Upravlenets – The Manager, 2017, no. 2(66), pp. 21–27. |
