Building scientific institution’s brand with online instruments

• Main Authors: Barbara Mróz-Gorgoń, Aleksandra Całka
• Format: Article
• Language: English
• Published: The Institute of Aviation 2016-03-01
• Series: Marketing of Scientific and Research Organisations
• Subjects: brand image; brand online; marketing; minib; online tools; scientific institution; university brand
• Online Access: http://minib.pl/en/building-scientific-institutions-brand-with-online-instruments/

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.