BRAND BOOK AS A TOOL FOR CERTIFYING THE BRAND OF THE EDUCATIONAL ORGANIZATION
https://doi.org/10.18384/2310-6646-2022-2-70-81
Abstract
Aim. To analyze the practice of developing the brand book of Orel State Institute of Culture as а part of the rebranding policy.
Methodology. The article discusses some techniques for developing a brand book for an art university. During the research the general methods of logics were used: content analysis of sources on the stated issues, SWOT and PEST analysis of the university activities, method of interpreting the results.
Results. The content of the paper represents the author’s point of view the study of one of the urgent problems of marketing field in higher education - the formation and management of university brands. Up to date, the most optimal means of brand management for educational organizations is a brandbook. It is also an effective tool for brand certification. Using the concrete university, the main stages of the brandbook development, structural elements, distinctive features and its uniqueness are considered. The authors emphasize the inevitability of the systematic transformation of brand and identity in an educational organization under the influence of changes in visual communicative trends. At a certain point of its development the university brand strengthening uses a wide range of marketing communications to gain a positive image and trust in it from the potential target audience that becomes very urgent.
Research implications. The results of the study are issued in the institute’s normative document “Brand book. Manual for the Use of Corporate Identity”. Regulation on the symbols of the Orel State Institute of Culture has been developed.
About the Authors
V. V. Matveev
Oryol State Institute of Culture
Russian Federation
Russian Federation
Vladimir V. Matveev – Dr. Sci. (Economics), Prof., Acting Rector
ul. Leskova 15, Oryol 302020
E. Yu. Mokeeva
Oryol State Institute of Culture
Russian Federation
Russian Federation
Elena Yu. Mokeeva – Cand. Sci. (Economics), Assoc. Prof., Department of Management
ul. Leskova 15, Oryol 302020
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