PROBLEMS RELATED TO THE CREATION OF INTERNAL BRANDING AND DEVELOPMENT PROSPECTS OF THE EXAMPLE SAMTSKHE-JAVAKHETI STATE UNIVERSITY

Abstract

In today's competitive business environment, effective branding strategy plays an important role in gaining place  in the market. Universities and higher education institutions are no exception and use / try different brand strategies to stay ahead of the competition.

Both qualitative and quantitative research strategies were used in the research. First of all, we looked at the measurement scales developed by Pinar et al. (2013). The results of this study showed that the university's brand equity measures are divided into two types, basic and auxiliary. This study also revealed a combination of elements important to university branding.

As a result, we have created a conceptual module. Samtskhe-Javakheti State University can create internal branding.