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April 2015, № 4 (179)



Mikhailova O.P., Shepel V.N. MODELS OF THE FORMATION OF BRAND INSTITUTION OF HIGHER EDUCATION: ANALYTICAL REVIEWAt present higher education institutions to strengthen their competitive position in the regional, national and global education market and a clear positioning in the minds of consumers increasingly using marketing techniques, in particular, the formation of the brand. However, despite the large number of studies in the field of branding, there is still no common terminology, tools, model building brand of the university with the same importance perceived by experts. Formation of the brand of educational institutions is rather complicated, time-consuming and lengthy process. Many researchers, practitioners and experts in the field of marketing and branding created copyrights model of building brands. According to the model E.N. Bogdanov and V.G. Zazykina, managing corporate image of the educational institution takes place by means of the simulation image of its seven components. Model development of branding strategies of educational institutions O.V. Nefedova based on certain attributes, by which is possible to control the minds of consumers. At the heart of the developed N.G. Herman multilevel model for the formation of the brand of the university on the postulate that modern education should not only be a means of learning, because current conditions mean the active formation of the information society; multi-level model of school brand developed based on the modern structure of competencies and reflects the university and the main point of interaction between the brand of the university with its environment. Model B. Shorokhova defines the relationship and feelings of consumers to the brand of the university. Model L. De Chernatoni Dal'Olmo Riley and can be considered the base: on the basis of its domestic marketing practices build advanced models. A more structured model of branding educational institution is the model of the brand attribution R. Ali Choudhury, R. Bennett and C. Suwanee. Analytical comparison of existing models of the formation of brand institution of higher education has shown that the models do not contradict each other and contribute to the improvement of conceptual approaches, enhance their practical relevance.Key words: brand, branding, image, model, higher education, core competencies.

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About this article

Authors: Mihaylova O.P., Shepel V.N.

Year: 2015


Editor-in-chief
Sergey Aleksandrovich
MIROSHNIKOV

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