Defining the basic principles of University branding in Romania

Veronica Ioana Ilieş and Paul-Alexandru Fărcaş
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Veronica Ioana Ilieş: Department of communication , public relations and advertising, Faculty of Political , Administrative and Communication Studies, Babes-Bolyai University, Cluj-Napoca
Paul-Alexandru Fărcaş: Department of communication , public relations and advertising, Faculty of Political , Administrative and Communication Studies, Babes-Bolyai University, Cluj-Napoca

Management Intercultural, 2013, issue 29, 149-164

Abstract: University branding is a concept that has gained popularity all over the modern world. In this context we believe that university branding will gain popularity in the next years in Romania too. The idea of branding a higher education institution occurs within a context that is characterized by the economical crisis, by a decreasing number of potential candidates/students, a low rate of high school final exam graduation and a lack of interest for the academic field. However, despite these factors, there are some universities that are doing observable efforts through the use of branding guidelines, visual designs and creative messages. In this article, we present and analyze aspects of a branding process of two Romanian Universities, Babes-Bolyai University from Cluj-Napoca and Alexandru Ioan Cuza University from Iasi. Based on this analysis we believe that competition between higher education institutions is going to depend on the power of brand

Keywords: branding; university branding; Romania; Babes-Bolyai University; Alexandru Ioan Cuza University (search for similar items in EconPapers)
JEL-codes: I23 (search for similar items in EconPapers)
Date: 2013
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