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Building Scientific Institution’s Brand with Online Instruments

Author

Listed:
  • Mróz-Gorgoń Barbara

    (Wrocław University of Economics, Wrocław, Poland)

  • Całka Aleksandra

    (Wrocław University of Economics, Wrocław, Poland)

Abstract

The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

Suggested Citation

  • Mróz-Gorgoń Barbara & Całka Aleksandra, 2016. "Building Scientific Institution’s Brand with Online Instruments," Marketing of Scientific and Research Organizations, Sciendo, vol. 19(1), pages 117-129, March.
    • Handle: RePEc:vrs:mosaro:v:19:y:2016:i:1:p:117-129:n:3
    DOI: 10.14611/minib.19.01.2016.09
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    References listed on IDEAS

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    1. Hui-Chu Chen & Robert D. Green, 2009. "Marketing Mix And Branding: Competitive Hypermarket Strategies," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 17-34.
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