<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.</p></abstract>

The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

Building Scientific Institution’s Brand with Online Instruments

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Building Scientific Institution\u2019s Brand with Online Instruments"}

The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions...

Building Scientific Institution’s Brand with Online Instruments

Published Online: May 30, 2017

Page range: 117 - 129

DOI: https://doi.org/10.14611/minib.19.01.2016.09

Keywords
brand online, online tools, brand image, university brand, scientific institution

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Building Scientific Institution’s Brand with Online Instruments

Published Online: May 30, 2017

Page range: 117 - 129

DOI: https://doi.org/10.14611/minib.19.01.2016.09

Keywordsbrand online, online tools, brand image, university brand, scientific institution

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
brand online, online tools, brand image, university brand, scientific institution