Model vrednotenja blagovne znamke v visokem šolstvu / Brand Equity Model in Higher Education

Področje vrednosti blagovne znamke bo v projektu preučevano z zunanjega vidika, tj. z vidika zaznane vrednosti blagovne znamke v očeh potrošnikov. Čedalje več visokošolskih zavodov, predvsem v razvitejših gospodarstvih, se zaveda pomena vrednosti izdelka/storitve in njegove blagovne znamke za potrošnike, zato poskušajo čim natančneje ugotoviti, kakšna je vrednost njihovih izdelkov/storitev in blagovnih znamk. Namen raziskave je identificirati ključne vplivne dejavnike zaznane vrednosti blagovne znamke v mednarodnem visokošolskem prostoru. Izvedena bo kvantitativna raziskava, s tehniko spletnega anketiranja. V raziskavo vključeni državi bosta Slovenija in Norveška in vpisani študentje na tamkajšnji izbrani visokošolskih institucijah. Glavni cilj raziskave je izboljšati razumevanje zaznane vrednosti blagovne znamke visokega šolstva in implementirati rezultate raziskave v prakso. Spoznanja obravnavanega področja bodo zaokrožena z izvirno oblikovanim modelom vrednotenja blagovnih znamk v visokem šolstvu v mednarodnem okolju. Model povezav bo metodološko ocenjen na primeru izbranih visokošolskih institucij in njihovih blagovnih znamk v mednarodnem okolju (Slovenija, Norveška). V sklepnem delu bo kritično pojasnjeno kako bo model z ustreznimi prilagoditvami mogoče razširiti tudi kot temelj za konstrukcijo splošnega modela na področju merjenja vrednosti blagovne znamke v visokem šolstvu. Osrednji prispevek projekta bo predstavljala empirična analiza, ki bo razkrila možnost prenosa teoretičnih in empiričnih ugotovitev v prakso, in sicer v storitveni sektor, natančneje v prostor visokega šolstva mednarodnega okolja. Projekt bo glede na svojo zasnovo in vsebino predstavljal eno izmed referenčnih del na področju raziskovanja trženja ter njegovega ožjega področja upravljanja blagovnih znamk. Izvirni znanstveni prispevek predstavlja oblikovanje modela vrednotenja blagovnih znamk v visokem šolstvu v mednarodnem okolju. Raziskava, ki bi to preverjala, po nam raziskanih podatkih, doslej v Sloveniji in na Norveškem še ni bila izvedena. Potemtakem zagotovo pomeni korak k razvoju znanosti. Rezultati projekta bodo referenčno delo tudi v mednarodnem merilu. Rezultati bodo javno objavljeni v znanstvenih člankih v mednarodnih revijah s faktorjem vpliva, v prispevkih na nacionalnih in mednarodnih znanstvenih in strokovnih konferencah. Dodaten prispevek k obstoječemu znanju bo tudi v empirični demonstraciji povezav modela vrednotenja blagovnih znamk, kar bo dodana vrednost tako za storitveni sektor kot za širšo javnost. Projekt bo izveden na način, ki utemeljuje pomen in potrebo po razvijanju novih teoretičnih in empiričnih analiz pri preučevanju vrednosti blagovne znamke. the project, brand equity is examined from an external perspective in the project, ie. With regard to the perceived brand equity in the eyes of consumers. More and more HE institutions, especially in more developed economies, are aware of the importance of the value of a product and its brand to consumers, and therefore try to determine the value of their products and brands as accurately as possible. This knowledge creates significant competitive advantages over companies that do not know the value of their products and brands to consumers. The latter is also an increasingly topical area for HE institutions. The main objective of this research is to enhance academic understanding of brand equity in the HE sector and explore the implications for management practice. A quantitative survey will be conducted using the online survey technique. The study will include Slovenia and Norway and students enrolled in higher education institutions there. The current study works with existing models of brand equity and adapts them for use in the service sector and in the specific context of HE. The knowledge gained in this field is rounded off by an original model of brand equity in HE in an international environment. The model of links will be methodologically evaluated in the case of selected HE institutions and their brands in the international environment (Slovenia, Norway). The last section critically explains how a model, with appropriate adjustments, can also be extended as a basis for the construction of a general model for measuring brand equity in HE. The main contribution to the project will be represented by empirical analysis intended to reveal the possibility of theoretical and empirical findings to be transferred into practice, namely service sector and HE in an international environment. The project will, in terms of its design and content, represent one of the reference works in the field of marketing research and its narrower segment brand management. Authentic scientific paper presents the creation of brand equity model in HE in an international environment. The research to test the latter, has not in Slovenia and Norway, according to researched data, been carried out yet. Bearing this in mind the research represents an important step towards development in science. The results of the project will be reference work on international scale. The results will be made public in scientific articles and international magazines with influential factor, in contributions at national and international scientific and expert conferences. An additional contribution to the existing knowledge will be also in the empirical demonstration of correlations in the brand equity model in HE, which will be added value for service sector and public in general. The project will be conducted in a way that underpins the importance and necessity of developing new theoretical and empirical analyzes in the study of brand equity.