ДО ПИТАННЯ РОЗРОБКИ СТРАТЕГІЇ БРЕНДИНГУ УНІВЕРСИТЕТУ
TO THE QUESTION OF CREATING THE STRATEGY OF THE UNIVERSITY BRANDING

Summary/Abstract: Purpose of the article. To analyze the question of creating the strategy of branding of the university in the context of post not classical paradigm of understanding public relations. Methodology of the research is based on the systemic, structural, and situation approaches on the methods of comparative, logical, and structural-functional analysis, including techniques for analyzing the marketing sphere. Scientific novelty. The need for a transition from a non-classical approach to public relations is disclosed, when the latter are viewed through the prism of dialogue interaction of subjects and as an institutional way of management, which forms a systemic trust in society, to post non-classical, where they are presented as a non-linear rhizome-system interaction, during which multiple structural relationships between elements of the social system, based on value principles and jointly developed norms and rules. It has been proved the influence of post not classical paradigm of understanding public relations in the part of PR-departments’ participation and university centers in creation and realization long-term plan directed on the underlining the unique and exclusivity of the educational center as the basis of its identity based on non-linear interactions and axiological foundation, which will allow to create an effective brand platform of an educational institution at the present stage. Conclusions. It is found out that public relations should be connected with coordination and adjustment of consolidated actions to achieve and maintain mutually beneficial relationships between the university and its target audience, keeping the image and strengthening the rating of an educational institution based on systemic interaction that produces relevant feedbacks and unifies brand communications, contributing to the formation of a comprehensive and effective university branding strategy in the XXI century.

• Details
• Contents