Development of a Methodology for Assessing the Brand Equity of Higher Education Institutions

Zufarova Nozima Gulamiddinovna

GREEN ECONOMY AND DEVELOPMENT, 2024, vol. 2, issue 6

Abstract: In today's competitive environment, where higher educational institutions are struggling to improve the quality of education and achieve financial stability, the concept of Brand capital has appeared as a (decisive) factor affecting theirsuccess.However, the unique characteristics and goals of higher education institutions require tailored methodologies to assess them through Brand Equity.This article argues that the implementation of a comprehensive evaluation methodology through Brand Equity in higher education institutions is effective. Brand equity methodology combines quantitative and qualitative indicators based onestablished marketing principles, as well as specific attributes of educational institutions. Awareness of brand equity allows higher education institutions to assess their potential using accepted quality indicators. At the heart of the brand equity methodology is the integration of the intellectual capacity of stakeholders, including students, alumni, faculty, andadministration. From this point of view, in the research, the Brand capital, which reflects the multifaceted activities of institutions, serves to ensure the long-term stability of the dynamically growing quality of education by evaluating the effectiveness of observations and initiatives, providing practical insights.

Keywords: Brand equity; Higher education institutions; Brand perception; Stakeholder engagement; Strategic brand management; Quantitative measurement; Qualitative analysis (search for similar items in EconPapers)
Date: 2024
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