MANAGING BRAND IMAGE IN SCHOOL

Abstract

Purpose: The paper discusses managing brand image in the school. Brand image is observed in the context of school management. Emphasis is placed on research and analysis of school branding from the aspect of service marketing.

Methodology/approach: The research is based on relevant theories of brand management. It starts from the construct of brand identity according to Kapferer and brand image according to Keller. The brand service context was observed according to Gronroos.

Results: In order to achieve a desirable school culture, which is a condition for developing the brand image of the school, it is necessary to develop internal marketing. Teachers are the most important segment of the school. The paper analyses different identities of the school and connects them with the construct of the teacher's identity. The results confirm that the teacher's identity construct, which represents a large part of school culture, is extremely important for school branding.

Conclusion: Proper management of school culture and building the school's identity creates an image in the minds of consumers. Since the image of the school is closely related to the service providers, the employees are both, promoters of the brand, and its creators. School branding was observed in the context of brand relationship. A brand develops in the minds of customers as a result of accumulated experiences of contacts.

Limitations/future research: This study is theoretical and is based on qualitative methodologies. Further empirical research can be conducted on different types of schools to identify models of school culture and school image.