期刊名称：Marketing of Scientific and Research Organisations
印刷版ISSN：2353-8503
电子版ISSN：2353-8414
出版年度：2014
卷号：14
期号：4
页码：3-26
DOI：10.14611/minib.14.04.2014.12
语种：English
出版社：The Institute of Aviation
摘要：Image is one of key elements which determines whether contemporary market entities achieve a competitive advantage.This is also true in case of universities which compete with each other – mainly to attract students.The image of a university in its environment is to a large extent determined by consistent application of the system of visual identity,which includes recommendations concerning the functioning of an organization in the sphere of markers (symbolism).The basic goal of this article is to define the factors conditioning the efficient utilization of such systems by universities.Exemplification of the process of planning and implementing solutions from the area of visual identity was carried out on the basis of Rzeszow University of Technology.Reference was also made to the effects of functioning of the system of visual identity of the university from Podkarpacie region through the investigation of the students’ awareness of the existence of a standardized structure of markers and the perception of current utilization of its elements.In the supplement a division of universities in Poland,according to the scope of held systems of visual identity was carried out.
关键词：brand book;corporate identity;marketing;marketing of universities;visual identity system
