摘要：AbstractIn the age of globalization, a university's brand has a crucial value in facing change, competition and challenges set forth by the sometimes confusing expectations of the society. The current paper discusses the importance of image audit and possibilities to work with the inner stake-holders’ perceptions in order to consolidate and promote the university brand. The authors have relied on sociological surveys and image of organizations as main instruments while carrying out the research in 2011-2012, on a sample of 1099 students and 532 professors fromPolitehnicaUniversity of Timisoara (UPT), determined by probabilistic methods, namely through stratified sampling in the first phase and the second phase sampling group, with a rate of responses of 71%. Among the items measured in the case of students were: reasons for choosing the specialization offered by UPT, students’ information sources when selecting a college, institutional attributes of the university's personality. Professors have been asked to evaluate, among other items: the communication channels and their efficiency in institutional communication, their evaluation of the position ofPolitehnicaUniversity as compared to other universities in Romania and abroad, institutional attributes of the university's personality. The results were then subjected to quantitative and qualitative analysis. Recommendations and conclusions point at the necessity of communication campaigns and strategic planning for consolidating the image anchors identified through the methods discussed in the paper.
