Educational branding as a tool of strategic management: theoretical and practical aspect

- Волошина, О.Ю. (orcid.org/0009-0000-9298-8922) and Прохоренко, Л.І. (orcid.org/0000-0001-5037-0550) (2025) Educational branding as a tool of strategic management: theoretical and practical aspect Освіта осіб з особливими потребами: шляхи розбудови (27). pp. 37-52. ISSN 2313-4011

Text Освітній брендинг як інструмент стратегічного управління - теоретико-практичний аспект.pdf - Published Version Download (371kB)

Abstract

In the conditions of the transformation of the preschool education system, educational branding becomes an important component of effective strategic management and acts not only as a means of forming a positive image of the institution, but also as a tool for ensuring its competitiveness and sustainable development. The purpose of the article is to study the relevance of educational branding in the conditions of the transformation of preschool education. The study used a complex of theoretical and empirical methods, in particular the analysis and synthesis of scientific sources, comparative analysis of domestic and foreign research, systematization of the main aspects of educational branding, as well as a sociological survey of heads of preschool education institutions regarding the use of branding technologies in management activities. The essence of the concepts «branding» and «brand management» is revealed, the results of foreign and domestic research on the relevance of using branding technologies in the management of preschool education institutions in modern conditions are considered. The main aspects of educational branding are defined and its component is considered, examples of the practical use of branding tools in Ukrainian preschool education institutions are given, and the main stages of brand management of an educational institution are named. The results of a survey of heads of preschool education institutions regarding the use of branding technologies in management are highlighted. The key role of the manager in forming a positive image of the preschool education institution is emphasized. It has been proven that educational branding has a positive effect on the competitiveness, image, and reputation of a preschool education institution (PEI), facilitates communication with parents or guardians of preschoolers, the community, interested parties, etc. It has been established that branding in the field of preschool education is a tool not only for increasing the reputation of the institution among parents and the community, but also an instrument for attracting and retaining personnel. It is concluded that the branding of a preschool education institution is an integral tool of strategic management, which ensures the realization of educational and social goals and the sustainable development of the institution. The need for further research on the problem of branding is emphasized, in particular in the context of the involvement of stakeholders and the development of universal branding strategies for preschool education institutions.

Item Type:	Article
Additional Information:	Волошина, О.Ю., & Прохоренко, Л.І. (2025). Освітній брендинг як інструмент стратегічного управління: теоретико-практичний аспект. Освіта осіб з особливими потребами: шляхи розбудови, 1(27), 37-52. https://doi.org/10.33189/epsn.v1i27.292
Keywords:	preschool education, brand management, inclusion, comparative analysis, special educational needs
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 37.01/.09 Special auxiliary table for theory, principles, methods and organization of education > 37.07 Management aspects of educational institutions Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 37.01/.09 Special auxiliary table for theory, principles, methods and organization of education > 37.09 Organization of instruction Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 376 Education, teaching, training of special groups of persons. Special schools 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:	Mykola Yarmachenko Institute of special education and psychology of National academy of educational sciences of Ukraine > Department of comparative studies and scientific international relations Mykola Yarmachenko Institute of special education and psychology of National academy of educational sciences of Ukraine > Department of psychological and pedagogical support of children with special needs
Depositing User:	наук. сп. Інна Всеволодівна Бобренко
Date Deposited:	27 Apr 2026 07:58
Last Modified:	27 Apr 2026 07:58
URI:	https://lib.iitta.gov.ua/id/eprint/748998

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