Brand building of a University as an integral part of the educational process

Abstract

In relation to the quality management of universities it is necessary to follow and strategically manage indicators that formulate (measure) not only international rankings (QS World University Rankings, U – Multirank, etc.) but also national indicators because these are often linked to the financing of particular universities. University reputation among its stakeholders is one of the major indicators, too. This paper deals with the results of the primary survey (qualitative and quantitative) analyzing the impact of various factors on perception of the image of universities in the Czech Republic and it has designed a model of brand building in the key “moments of truth” from the period when an applicant develops their interest in study, through the educational process, till working with alumni and co-operating entities in order to create a positive image. © The Turkish Online Journal of Educational Technology.