SCHOOL BRANDING: THE ROLE OF SCHOOL CULTURE AND TEACHERS
SCHOOL BRANDING: THE ROLE OF SCHOOL CULTURE AND TEACHERS

Summary/Abstract: School management is an interdisciplinary field of economics and educational sciences. The study discusses the branding of the school from the aspect of teachers and school culture. The goal is to investigate and determine the specifics of school branding and how the constructs of teacher identity and school culture are connected. Qualitative content analysis was used. It starts from the construct of brand identity according to Kapferer and brand image according to Keller. Teacher's identity was observed according to Beijaard and the brand service context was observed according to Grönroos. School branding was observed in the context of brand relationship. The principal's behavior towards the teachers, the teacher's identity, the school culture, and the way the service is provided create the school image. Future research should investigate the constructs of teacher identity and the principal's leadership style to provide more in depth analysis.

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