ЯСКРАВІ КОМУНІКАЦІЇ ЯК ОСНОВА ВПІЗНАВАНОСТІ БРЕНДУ УНІВЕРСИТЕТУ

The purpose of working on the brand of the university is not only to make it recognizable, but also to make everyone associated with the university believe in its uniqueness and success. A structured brand platform, bright communications and a strong organizational culture will help to achieve this. At the same time, academic reputation stands above advertising or marketing and is the basis of differentiation and quality. The university brand should have such characteristics as integrity, uniqueness and value, but at the
same time it should be relevant and addressed to different target audiences, both external and internal. The communication activity of the university should be evaluated first of all from the point of view of the final addressee, for example, conduct a website audit, make control calls to the telephone numbers indicated in the advertising materials and on the web, compare the actual result with the expectations of the target audiences - for example, regarding the availability of information, friendliness and correctness of the
staff.