Building Scientific Institution’s Brand with Online Instruments

Mróz-Gorgoń Barbara () and Całka Aleksandra ()
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Mróz-Gorgoń Barbara: Wrocław University of Economics, Wrocław, Poland
Całka Aleksandra: Wrocław University of Economics, Wrocław, Poland

Marketing of Scientific and Research Organizations, 2016, vol. 19, issue 1, 117-129

Abstract: The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

Keywords: brand online; online tools; brand image; university brand; scientific institution (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:19:y:2016:i:1:p:117-129:n:3

DOI: 10.14611/minib.19.01.2016.09

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