engleski

Challenges for services branding of universities and R&D institutions

This presentation explores the role and the importance of services branding in the context of universities and R&D institutions. The purpose is to both articulate the essence and to improve the understanding of this specific filed of the services brand management. Although there is a significant body of scholarly papers available on university education and scientific R&D as a service, still very few of them address the field of branding these specific services. Existing papers show that there are optimistic as well as pessimistic attitudes to branding universities and R&D institutions. Paper helps summarize the existing knowledge about the brands in the specific market of educational and R&D services. Academicians and marketers in practice are advised to invest additional efforts into researching, developing and building this challenging and complex services brand management field so as to help form and fulfill the expectations of a number audiences: students (current and alumni), parents, academicians, researchers, business community, public policy makers, investors.

branding; universities; R&D institutions

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