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Liburkina L. M.

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Branding as an Instrument for Creating the Attractiveness of Higher Education Institution in Today’s Challenges
Yancheva L. M., Zhehus O. V., Mykhailova M. V.

Yancheva, Liana M., Zhehus, Olena V., and Mykhailova, Mariia V. (2020) “Branding as an Instrument for Creating the Attractiveness of Higher Education Institution in Today’s Challenges.” Business Inform 6:358–366.
https://doi.org/10.32983/2222-4459-2020-6-358-366

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 4

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UDC 658.8:378

Abstract:
The article characterizes the factors that cause new challenges for higher education institutions. It is substantiated that in the conditions of intense competition, the best opportunities for further development will be given to the higher education institutions, which will improve their attractiveness to applicants and on this basis will provide the necessary amount of student recruitment. Branding is an effective instrument for forming the attractiveness of a higher education institution. The results of the carried out analysis of the national branding practice indicate that the brand of most higher education institutions is formed under the influence of the history of their development and traditions, industry affiliation and poorly reflects the conceptual features of educational products and the conception of training specialists. In order to adapt to the new challenges, higher education institutions need to implement rebranding to increase their recognition and to stand out against competitors. To do this, a structural and logical scheme of the stages of the rebranding process is proposed, also a methodical approach is developed, expressed in the point-scoring assessment of components of the brand, and the instrumentarium of decision-making for each of them. As a result of successful rebranding, the image of the higher education institution and its attractiveness for applicants will improve, which will increase its competitive advantages, allowing to solve the complex problems associated with increasing the number of students.

Keywords: higher education institutions, marketing of higher education services, branding of higher education institution, corporate style of higher education institution, image of higher education institutions.

Fig.: 3. Tabl.: 1. Formulae: 2. Bibl.: 14.

Yancheva Liana M. – Candidate of Sciences (Economics), Professor, Pro-rector, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]
Zhehus Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Mykhailova Mariia V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of marketing and business, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

List of references in article

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