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Article

Оценка индивидуальности бренда российского вуза: на примере университетов Нижнего Новгорода

Russian universities are eager to strengthen their competitiveness on Russian and foreign markets via promoting and developing universities’ brands. Evaluation of universities’ current brand position is one of the key strategic goals for Russian universities. Th e purpose of this study is to develop the set of 23 brand personality traits for brand evaluation of Russian uni versities. According to design of the study, one hundred and ninety eight students and graduates evaluated three brands of competitive Russian universities from a large Russian city (Nizhny Novgorod) by the set of personality traits. Based on evaluations, three factors of brand personality for surveyed Russian universities: «Trendy», «Expert», «Outgoing» were found. Th e study utilized a limited sample. Future studies should include more universities from other Russian cities for generalization of research fi ndings. Brand personalities of three Russian universities were evaluated and compared through identifi ed factors. Applications of observed traits and factors exist in fi elds of strategic brand management, positioning and promotion of Russian universities.