THE INFLUENCE OF IDENTITY AND IMAGE ON THE SELECTION OF UNIVERSITY
THE INFLUENCE OF IDENTITY AND IMAGE ON THE SELECTION OF UNIVERSITY
Author(s): Ľudmila ČábyováSubject(s): Social Sciences, Education, Media studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; design; identity; image; logo; marketing communication; slogan; university;
Summary/Abstract: The image of an educational institution is influenced by several factors, which are defined in the theoretical part of this paper. In the analytical part, the author predominantly deals with the visual aspect of the identity of educational institutions. This paper presents the results of the research whose main aim was to find out the significance which is attached to identity building by educational institutions and the way it influences their potential students. The research was carried out in two main stages. The first part was focused on secondary school students and their perception of communication and identity of universities in Slovakia; the second part looked at designers, who were surveyed in order to find out how exactly universities should create their identity.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 16-26
- Page Count: 11
- Language: English