The Determinants of Brand Positioning in Higher Education – What Dominantly Influences Students’ Satisfaction? / Odrednice pozicioniranja brenda u visokom obrazovanju – što najviše utječe na zadovoljstvo studenata?

Abstract

AbstractBrands have become an important factor in the survival of organizations in modern society. They are present in all spheres of life: economic, social, educational, cultural, sports, etc. Powerful brands are the result of thoughtful and imaginative planning. Brand positioning has a strategic importance for a company, because it represents the process of creating an impression in consumers’ minds in a way that the consumer connects the brand with something specific and desirable, which distinguishes one brand from others. Brands have a financial value as they create an image of the values themselves in the minds and hearts of consumers. A brand can make consumers believe in its usefulness, exclusivity and superiority, and it also creates emotional attachment. There are numerous factors that influence the position of a brand in the consumer’s mind. University students are considered consumers, too. The aim of this paper is to research students’ satisfaction with faculties by using the parameters that are considered to be relevant. In this process, we will apply the factor analysis and, instead of focusing our attention on a large number of initially determined factors, thanks to the process of their reduction, we will create the conditions that will allow us to design a strategy for the optimization of the selected factors. Using this method, we will mark the factors that explain the researched phenomenon, i.e. the factors that can explain the largest part of its overall variability. Key words: brand identity; brand personality; higher education; marketing communications; university brand.---SažetakBrendovi su postali važan čimbenik za opstanak organizacija u modernome društvu. Prisutni su u svim domenama života: ekonomskoj, društvenoj, obrazovnoj, kulturnoj, sportskoj, itd. Jaki brendovi rezultat su pažljivog i kreativnog planiranja. Pozicioniranje brenda od strateške je važnosti za kompaniju, jer ono predstavlja način na koji se na potrošača ostavlja dubok dojam pa on povezuje brend s nečim određenim i poželjnim, a upravo to jedan brend čini drugačijim od ostalih. Brendovi imaju financijsku vrijednost jer stvaraju sliku o samoj vrijednosti u mislima i srcima potrošača. Brend može uvjeriti potrošača da mu je potreban, koristan i da je ekskluzivan i bolji od ostalih, a također gradi i emocionalnu privrženost. Postoje brojni čimbenici koji utječu na poziciju brenda u mislima potrošača. Studenti se također ubrajaju u potrošače. Cilj je ovoga rada s pomoću bitnih parametara ispitati u kojoj su mjeri studenti zadovoljni odabranim fakultetima. U tom smo procesu primijenili faktorsku analizu i, umjesto usmjeravanja pažnje na velik broj prije utvrđenih čimbenika, zahvaljujući njihovu smanjenom broju, stvorit ćemo uvjete koji će nam omogućiti izradu strategije za optimiziranje odabranih čimbenika. S pomoću te metode moći ćemo odrediti čimbenike koji objašnjavaju ispitivani fenomen, tj. čimbenike koji mogu objasniti najveći dio njegove ukupne varijabilnosti. Ključne riječi: identitet brenda; osobnost brenda; visoko obrazovanje; marketinška komunikacija; sveučilište kao brend.

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