Creative approach to university brand promotion
The authors consider the issues of effective brand management of Industrial University of Tyumen by developing a marketing strategy aimed at identifying tools that enhance branding and allow forming vivid mass communications of potential and actual consumers with the brand idea. To build an emotiona...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Russian |
| Published: |
Industrial University of Tyumen
2022-06-01
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| Series: | Архитектура, строительство, транспорт |
| Subjects: | |
| Online Access: | https://ast.tyuiu.ru/jour/article/view/63 |
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| _version_ | 1849390593861484544 |
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| author | L. V. Glebushkina A. A. Dautova |
| author_facet | L. V. Glebushkina A. A. Dautova |
| author_sort | L. V. Glebushkina |
| collection | DOAJ |
| description | The authors consider the issues of effective brand management of Industrial University of Tyumen by developing a marketing strategy aimed at identifying tools that enhance branding and allow forming vivid mass communications of potential and actual consumers with the brand idea. To build an emotional connection with the brand, the authors suggest a creative format for presenting the university’s logo using the Tesla transformer. Particular attention is paid to the issues of rational placement of the logo in the architectural and urban ensemble of educational buildings of the university. The objectives of the pilot marketing research were to study the attitude of students and staff to the logo and other brand attributes of Industrial University of Tyumen and to identify their opinions on the proposed form of creative presentation of the logo. Analysis of the results of the study showed that it is necessary to strengthen the brand of the university by expanding the range of consumers and communications, aimed at creating a brand-oriented image of the university. This requires applying best practices for identifying and influencing its target audiences as part of an impressions marketing strategy. The creative format of the university logo fully meets the formulated needs. |
| format | Article |
| id | doaj-art-0b09b2d501c14f378aaec306b5fb18c1 |
| institution | Kabale University |
| issn | 2782-232X 2713-0770 |
| language | Russian |
| publishDate | 2022-06-01 |
| publisher | Industrial University of Tyumen |
| record_format | Article |
| series | Архитектура, строительство, транспорт |
| spelling | doaj-art-0b09b2d501c14f378aaec306b5fb18c12025-08-20T03:41:31ZrusIndustrial University of TyumenАрхитектура, строительство, транспорт2782-232X2713-07702022-06-010261510.31660/2782-232X-2022-2-6-1564Creative approach to university brand promotionL. V. Glebushkina0A. A. Dautova1Industrial University of TyumenIndustrial University of TyumenThe authors consider the issues of effective brand management of Industrial University of Tyumen by developing a marketing strategy aimed at identifying tools that enhance branding and allow forming vivid mass communications of potential and actual consumers with the brand idea. To build an emotional connection with the brand, the authors suggest a creative format for presenting the university’s logo using the Tesla transformer. Particular attention is paid to the issues of rational placement of the logo in the architectural and urban ensemble of educational buildings of the university. The objectives of the pilot marketing research were to study the attitude of students and staff to the logo and other brand attributes of Industrial University of Tyumen and to identify their opinions on the proposed form of creative presentation of the logo. Analysis of the results of the study showed that it is necessary to strengthen the brand of the university by expanding the range of consumers and communications, aimed at creating a brand-oriented image of the university. This requires applying best practices for identifying and influencing its target audiences as part of an impressions marketing strategy. The creative format of the university logo fully meets the formulated needs.https://ast.tyuiu.ru/jour/article/view/63university brandbrand promotionlogomass communicationmarketing researcharchitectural and urban ensemble |
| spellingShingle | L. V. Glebushkina A. A. Dautova Creative approach to university brand promotion Архитектура, строительство, транспорт university brand brand promotion logo mass communication marketing research architectural and urban ensemble |
| title | Creative approach to university brand promotion |
| title_full | Creative approach to university brand promotion |
| title_fullStr | Creative approach to university brand promotion |
| title_full_unstemmed | Creative approach to university brand promotion |
| title_short | Creative approach to university brand promotion |
| title_sort | creative approach to university brand promotion |
| topic | university brand brand promotion logo mass communication marketing research architectural and urban ensemble |
| url | https://ast.tyuiu.ru/jour/article/view/63 |
| work_keys_str_mv | AT lvglebushkina creativeapproachtouniversitybrandpromotion AT aadautova creativeapproachtouniversitybrandpromotion |