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Significant Parameters in Brand Building of a University

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dc.title Significant Parameters in Brand Building of a University en
dc.contributor.author Juříková, Martina
dc.contributor.author Jurášková, Olga
dc.contributor.author Kocourek, Josef
dc.contributor.author Kovářová, Kristýna
dc.relation.ispartof Marketing Identity: Brands We Love, Pt I
dc.identifier.issn 1339-5726 OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2016
dc.citation.spage 123
dc.citation.epage 131
dc.event.title International Scientific Conference on Marketing Identity 2016: Brands We Love
dc.event.location Slovak Acad Sci
utb.event.state-en Smolenice
dc.event.sdate 2016-11-08
dc.event.edate 2016-11-09
dc.type conferenceObject
dc.language.iso en
dc.publisher Univerzita sv. Cyrila a Metoda v Trnave
dc.subject Brand en
dc.subject Brand building en
dc.subject Higher education en
dc.subject Image en
dc.subject Marketing communication en
dc.description.abstract In a consideration of an ever-increasing competition for students in higher education it is necessary to analyze a brand perception of a university or more precisely of a faculty, manage the brand effectively and adjust marketing communication to target groups which will arouse positive image and at the same time retain it. An analysis of brand image of a selected Czech faculty (Faculty of Multimedia Communications of TBU in Zlin) is therefore an aim of this contribution. Based on the results of two quantitative surveys it is necessary to determine the applicant perception of image parameters of the selected faculty first and then verify whether the contradictory factors significantly affect the perception of chosen university prestige. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1007531
utb.identifier.obdid 43876185
utb.identifier.wok 000410451700012
utb.source d-wok
dc.date.accessioned 2017-10-16T14:43:42Z
dc.date.available 2017-10-16T14:43:42Z
utb.contributor.internalauthor Juříková, Martina
utb.contributor.internalauthor Jurášková, Olga
utb.contributor.internalauthor Kocourek, Josef
utb.contributor.internalauthor Kovářová, Kristýna
utb.fulltext.affiliation Martina Juříková – Olga Jurášková – Josef Kocourek – Kristýna Kovářová Contact data: Ing. Martina Juříková, Ph.D. Tomas Bata University in Zlín Faculty of Multimedia Communications Štefánikova 2431 760 01 Zlín CZECH REPUBLIC jurikova@fmk.utb.cz assoc. prof. Mgr. Ing. Olga Jurášková, Ph.D. Tomas Bata University in Zlín Faculty of Multimedia Communications Štefánikova 2431 760 01 Zlín CZECH REPUBLIC ojuraskova@fmk.utb.cz Mgr. Josef Kocourek, Ph.D. Tomas Bata University in Zlín Faculty of Multimedia Communications Štefánikova 2431 760 01 Zlín CZECH REPUBLIC kocourek@fmk.utb.cz Mgr. Kristýna Kovářová Tomas Bata University in Zlín Faculty of Multimedia Communications Štefánikova 2431 760 01 Zlín CZECH REPUBLIC kovarova@fmk.utb.cz
utb.fulltext.dates -
utb.fulltext.references AAKER, D. A.: Brand Building. Brno : Computer press, 2003. ADAMSON, A. P.: Jednoducho značka Brand Simple: ako najlepšie značky stavili na jednoduchosť a uspeli. Bratislava : Eastone Books, 2011. České školství v mezinárodním srovnání 2015. [online]. [2016-10-08]. Available at: <www.msmt.cz/file/36518/download/>. KELLER, L. K.: Strategické řízení značky. Praha : Grada Publishing a.s., 2007. Vývoj studijní úspěšnosti na českých veřejných vysokých školách 2003-2014. [online]. [2016-10-08]. Available at: <http://www.msmt.cz/uploads/odbor_30/Jakub/Studijni_uspesnost_na_ceskych_VVS_2003_2014_web1.pdf>. PLECHATÁ, M.: České VŠ oprašují image. Za propagaci utratily takřka 30 milionů. [online]. [2016-10-08]. Available at: <http://mam.ihned.cz/marketing/c1-63709160-ceske-vs-oprasuji-image-za-propagaci-utratily-takrka-30-milionu>. Přehled vysokých škol v ČR. [online]. [2016-10-08]. Available at: <http://www.msmt.cz/vzdelavani/vysoke-skolstvi/prehled-vysokych-skol-v-cr-3>.
utb.fulltext.sponsorship This contribution was prepared thanks to the internal project IGA TBU: “Podpora publikační činnosti výzkumných projektů v excelentních směrech FMK.”
utb.wos.affiliation [Jurikova, Martina; Juraskova, Olga; Kocourek, Josef; Kovarova, Kristyna] Tomas Bata Univ Zlin, Fac Multimedia Commun, Stefanikova 2431, Zlin 76001, Czech Republic
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