BRAND MANAGEMENT AND MARKETING PROMOTION OF HIGHER EDUCATIONAL INSTITUTIONS
Keywords:
higher education institution, brand, branding, brand management, marketing promotion, higher education servicesAbstract
The higher education system of Ukraine is facing unprecedented challenges. In the regions close to military operations, particularly in Kharkiv, higher education is at risk of losing its student body, scientific and pedagogical potential, as well as its material and technical base. Thanks to digital technologies, institutions in these regions have switched to online learning and continue to operate. However, to develop further, they require additional competitive advantages and increased attractiveness. Under these conditions, the university brand becomes a strategic asset that significantly affects competitiveness. Therefore, effective brand management is necessary to enhance recognition, improve attractiveness for all stakeholders, and adapt to current challenges.
The purpose of this article is to develop theoretical foundations and practical recommendations for brand management and the marketing promotion of higher education institutions.
Given the specifics of educational services and stakeholder relations, the multidimensional nature of a university brand is highlighted. It manifests itself in three aspects: orientation toward several target audiences; promotion of diverse products; and implementation of educational, scientific, commercial, non-commercial, managerial, and marketing activities.
A model of the university branding process is proposed, which includes the following stages: brand building, materialization, implementation, promotion, and interaction. These stages reflect the logic and sequence of practical actions: forming a value proposition; defining meanings and attributes; and communicating information while interacting with target audiences.
The uniqueness of the value proposition is emphasized as a key factor in the success and development of higher education institutions. It is determined by the ability to combine relevant educational programs, innovative teaching methods, modern technologies, updated infrastructure, strong scientific and pedagogical potential, and research achievements – and to promote all this under a single strong idea. The importance of adapting the brand of a higher education institution to a changing environment is substantiated; thus, brand management is proposed as the final stage. Its task is to ensure competitiveness, responsiveness to challenges, and long-term sustainability by regularly updating and strengthening all brand components.
General practical recommendations are provided in the context of creating a holistic image, developing a communication strategy, and building partnerships. In addition, specific recommendations for brand management are proposed, depending on the location of the institution and the level of risk it faces.
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