Brand And Brand Perception: An Example of University

Abstract

Competition in the field of education is becoming more and more intense, as is be the case with many other fields. For this reason, institutions that want to gain competitive advantage attach importance to branding. The purpose of this study is to determine how the brand personality of Ardahan University (ARÜ), which was established in 2008, how is perceived in terms of internal and external stakeholders and to determine the difference between the stakeholders. The brand personality scale developed by Aaker (1997) was used and data were collected from a total of 612 participants As a result of the analyzes, brand personality scale was collected under four main factors.These are grouped as "Sincerity-Competence, Enthusiasm- Development, Hardness and Young-Simple-Outward Turning. The participants in the first two factors are undecided about the judgments while they are not participated in the judgments about the last two factors. In Analyzes made on the basis of whether there is a difference between the participation of these factors in terms of stakeholders are showed that the students perceived more positively than the other groups in the dimension of enthusiasm-development and hardness. There is no difference between stakeholders in the dimension of Sincerity and Competence and Young-Simple-Outward Turnaround