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CLASSIFICATION OF MODERN MODELS FOR DETERMINING
FACTORS INFLUENCING THE SUCCESSFUL MANAGEMENT OF AN
EDUCATIONAL BRAND
Dilfuza Tulkunovna Shakirova
Head of Foreign languages department,
Tashkent International University, Uzbekistan
https://doi.org/10.5281/zenodo.14898064
Abstract
This article analyzes modern models in order to identify the key factors
influencing successful education brand management. Educational institutions
should focus on a number of factors when managing their brands, such as
curricula, academic achievements, student and staff satisfaction, as well as social
responsibility. The article discusses modern brand management and marketing
approaches, especially methodologies used in digital marketing, student
relationship management, and brand strategy development. The article
highlights the key components necessary for successful education brand
management, such as brand identity, image maintenance, and competitive
market research.
Keywords:
Education brand, Brand management, Digital marketing,
Student satisfaction, Brand identity, Brand image, Modern brand management.
Introduction:
In today's education sector, successful brand management
creates a competitive advantage for higher education institutions. An
educational brand is not just a university's external image or logo; it reflects the
quality of education, its scientific potential, its relationship with students and
staff, and the content of the educational process as a whole. Therefore,
successful management of an educational brand is necessary to ensure the long-
term success and global competitiveness of an educational institution. The
article discusses the main factors and modern models affecting educational
brand management, in particular, issues of brand identity, image, student
satisfaction, digital marketing, and competitiveness. Through this analysis, the
aim is to identify successful approaches to educational brand management and
provide practical recommendations.
Main part:
An educational brand is a single vision that reflects the unique
characteristics, values, and mission of a university or educational institution.
Brand management plays an important role in ensuring the long-term success of
an educational institution. This process does not depend only on the external
appearance or marketing, but also includes the quality of education, curricula,
scientific research, relationships with students and other internal factors. It is
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important to use modern brand management models to identify the main factors
in managing the educational brand.
Modern brand management models include several approaches to creating
a successful brand of educational institutions. Among them, such concepts as
brand equity and brand identity play an important role. Brand equity represents
the position of an educational institution in the market competition and its value
in the perception of students, employees and partners. Brand identity reflects
the unique features of the university, its curricula, scientific potential and other
important aspects. All this is necessary to ensure the long-term success of the
brand.
Brand identity and image ensure the adaptation of the educational
institution to market requirements, its attractiveness for students and
strengthening of interaction with scientific partners. The university's logo, color
palette, website and other visual elements play an important role in creating
brand identity. Brand image reflects the overall appearance of the university and
its position in the market competition. The brand image of an educational
institution affects its relations with its student audience and scientific partners.
Student satisfaction is one of the important factors of brand management.
Students evaluate their satisfaction with the quality of education at the
university, teachers, innovations in the educational process and the general
educational environment. Increasing student satisfaction serves to strengthen
the educational brand. Digital marketing, in turn, creates new opportunities for
promoting the brand of an educational institution. Through social networks,
websites and online advertising, a university can reach a wide audience and
further expand the market.
To increase competitiveness in the market of higher education institutions,
it is necessary to apply modern brand strategies. Universities should include
their scientific potential, quality of education, adaptation to student needs and
social responsibility in their brand strategy. To increase competitiveness, the
brand strategy should be aimed at meeting the needs and expectations of
students.
The use of methodologies in brand management allows for the systematic
implementation of the brand strategy of an educational institution. In
developing these methodologies, continuous communication and exchange of
ideas between the institution's management, staff, students and other
stakeholders is necessary. In the process of creating and developing a brand, the
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use of market analysis, the use of digital tools and methodologies for adapting to
student needs will help to successfully manage the brand.
Conclusion:
Successful management of an educational brand remains an
important factor in ensuring the long-term success of a higher education
institution. Modern models of brand strategy and management, in particular the
role of brand identity, image, student satisfaction and digital marketing,
determine the position of an educational institution in the market competition.
Educational institutions can successfully develop their brand by applying
innovative approaches and modern methodologies in managing their brands.
Successful strategies in brand management not only strengthen the relationship
of the university with its audience, but also further strengthen its position in the
global education market. Thus, the application of modern models in educational
brand management increases the competitiveness of higher education
institutions and contributes to their long-term success.
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