| Perception of a University Brand in the Context of the Brand Wheel Model |
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Authors: Larisa M. KAPUSTINA Dr. Sc. (Econ.), Professor, Head of Marketing and International Management Dept. Yevgeniya A. ZHADKO Sr. Lecturer of Marketing and International Management Dept. Natalya B. IZAKOVA Sr. Lecturer of Marketing and International Management Dept.Abstract: The paper presents an analysis of the most famous br and models on branding and brand management, as well as the author’s approaches to the structure and content of a university’s brand. To analyse the university brand, we utilize the Brand Wheel model adapted to the market of educational services. The article provides the results of the authors’ marketing research on students’ and employers’ perception of the university brand in terms of the five elements of the Brand Wheel: attributes, benefits from contact with the brand, values (emotions), personality and the essence of the brand. It reveals transformations in the system of values of contemporary students which are necessary to take into account when managing the university brand. Benefits from the contact with the brand of the Ural State University of Economics underlined by the students confirm that young people’s interests centre around professional growth, material well-being and self-realization. The USUE brand is basically in line with the expectations of students and employers in terms of the main functional characteristics and benefits. Keywords: UNIVERSITY BRAND, BRAND MODEL, BRAND WHEEL, BRAND ATTRIBUTES, BRAND BENEFITS, BRAND IDENTITY For citation: Kapustina L.M., Zhadko Ye.A., Izakova N.B. Perception of a University Brand in the Context of the Brand Wheel Model. Upravlenets – The Manager, 2017, no. 5(69), pp. 50–57. |
