Brand Identity as a Driver of a Positive Image and Institutional Competitiveness in Education

- Махиня, Т. А. (orcid.org/0000-0003-4065-0465) (2025) Brand Identity as a Driver of a Positive Image and Institutional Competitiveness in Education In: Позиціонування закладів освіти на ринку освітніх послуг в умовах воєнного стану: Матеріали VІІ Всеукраїнського науково-методологічного семінару 29 жовтня 2025 р. . ДЗВО «Університет менеджменту освіти», м. Київ, Україна - м. Бориспіль, Україна, pp. 167-173.

Text Makhynia_zb.pozyc.2025_167_173.pdf Download (390kB)

Abstract

The article examines brand identity as a strategic tool for shaping a positive image and enhancing the competitiveness of educational institutions in the context of digital transformation and increasing competition in the educational services market. The study analyzes the visual identity features of public and private educational institutions, particularly the correlation between traditional emblems and modern logos as elements of corporate style. Functional differences between symbolically rich emblems and minimalist, digitally oriented logo-based identity are identified. The paper substantiates the necessity of adapting visual identity to digital environment requirements as a key factor in reputation development, stakeholder trust building, and effective institutional positioning.

Item Type:	Book Section
Keywords:	brand identity; educational institution image; competitiveness; educational branding; visual identity; logo; emblem; institutional positioning; digital branding; educational services market
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 373 Kinds of school providing general education Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 378 Higher education. Universities. Academic study Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 6 Applied Sciences. Medicine. Technology > 65 Communication and transport industries. Accountancy. Business management. Public relations
Divisions:	State institution of higher education «University of educational management» > Educational and scientific institute of management and psychology > Department of Education, Administration and Social Work
Depositing User:	професор Т. А. Махиня
Date Deposited:	02 Mar 2026 09:28
Last Modified:	02 Mar 2026 09:28
URI:	https://lib.iitta.gov.ua/id/eprint/748519

Downloads

Actions (login required)

View Item