BRANDING-UL SERVICIILOR EDUCAŢIONALE
The BRANDING OF EDUCATIONAL SERVICES

Summary/Abstract: Building a brand allows the higher education institution a constant influx of students who do not need any further motivation for acquiring an educational service. Branding may trigger new financing possibilities, develop partnerships with foreign universities and allow bringing new services in the educational market. Competitiveness of the higher education establishment is a quality of a given university which in the long run ensures the preference for it of its future students and the attachment to it of a certain segment of the market. Consequently, quality educational services do not inherently mean success and popularity of the university in the market. Employing marketing tools is to be taken into account in order to ensure the loyalty of the target audience towards the offer provided by the university.

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