Język Polski
English
Published
:
2012-10-30
Building a University Brand Based on Relationships with Alumni
Tomasz Domański
Marta Hereźniak
Abstract
The article presents the substance of university brand and the importance of graduates in the process of building the university brand. The authors believe that building a strong brand of universities has to be based on credible values and promises declared by university which have an impact on students' and graduates' satisfaction. According to the authors, the graduates can contribute to the process of building university brand. This contribution requires the implementation of mutual trust mechanisms as well as fellowship of interest which can lead to common benefits.(original abstract)Keywords:
Brand, Higher education, Quality education, Quality of services, Brand buildingMost read articles by the same author(s)
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Domański, T., & Hereźniak, M. (2012). Building a University Brand Based on Relationships with Alumni. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 44(44). Retrieved from https://journals.wsb.poznan.pl/index.php/znwsb/article/view/1251