Pregled bibliografske jedinice broj: 784342
What makes a successful brand? (Universities' and R&D institutions' perspective)
What makes a successful brand? (Universities' and R&D institutions' perspective) // 5th European Forum for Marketing of Scientific and Research Organizations
Varšava, Poljska, 2014. (pozvano predavanje, nije recenziran, neobjavljeni rad, znanstveni)
CROSBI ID: 784342 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
What makes a successful brand? (Universities' and R&D institutions' perspective)
Autori
Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Skup
5th European Forum for Marketing of Scientific and Research Organizations
Mjesto i datum
Varšava, Poljska, 20.11.2014. - 21.11.2014
Vrsta sudjelovanja
Pozvano predavanje
Vrsta recenzije
Nije recenziran
Ključne riječi
branding; brand knowledge; universities; R&D institutions
Sažetak
This presentation aims to improve the understanding of brand management in the specific context of universities and R&D institutions and helps to gain new insights how to keep brand relevant and contemporary, while preserving its heritage and sources of attractiveness, competitiveness and equity. Issues covered are: the structure and the content of brand knowledge, multiple (key) dimensions of brand knowledge, secondary sources of brand knowledge, dimensions of brand knowledge of the Institute of Aviation and advantages (disadvantages) of holistic approach to creating brand knowledge.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
