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TECHNIQUE FOR ESTIMATING A UNIVERSITY'S BRAND IN THE NEW ECONOMIC CONDITIONS. / Pashkus, Vadim Yu.; Pashkus, Natalia A.

Globalizacia a jej socialno-ekonomicke dosledky ‘13: Zbornik prispevkov z medzinarodnej vedeckej konferencie. Žilinа : EDIS-Zilina University publisher, 2013. p. 554-560.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

Harvard

Pashkus, VY & Pashkus, NA 2013, TECHNIQUE FOR ESTIMATING A UNIVERSITY'S BRAND IN THE NEW ECONOMIC CONDITIONS. in Globalizacia a jej socialno-ekonomicke dosledky ‘13: Zbornik prispevkov z medzinarodnej vedeckej konferencie. EDIS-Zilina University publisher, Žilinа, pp. 554-560, GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES , Žilinа, Russian Federation, 9/10/13.

APA

Pashkus, V. Y., & Pashkus, N. A. (2013). TECHNIQUE FOR ESTIMATING A UNIVERSITY'S BRAND IN THE NEW ECONOMIC CONDITIONS. In Globalizacia a jej socialno-ekonomicke dosledky ‘13: Zbornik prispevkov z medzinarodnej vedeckej konferencie (pp. 554-560). EDIS-Zilina University publisher.

Vancouver

Pashkus VY, Pashkus NA. TECHNIQUE FOR ESTIMATING A UNIVERSITY'S BRAND IN THE NEW ECONOMIC CONDITIONS. In Globalizacia a jej socialno-ekonomicke dosledky ‘13: Zbornik prispevkov z medzinarodnej vedeckej konferencie. Žilinа: EDIS-Zilina University publisher. 2013. p. 554-560

Author

Pashkus, Vadim Yu. ; Pashkus, Natalia A. / TECHNIQUE FOR ESTIMATING A UNIVERSITY'S BRAND IN THE NEW ECONOMIC CONDITIONS. Globalizacia a jej socialno-ekonomicke dosledky ‘13: Zbornik prispevkov z medzinarodnej vedeckej konferencie. Žilinа : EDIS-Zilina University publisher, 2013. pp. 554-560

BibTeX

@inproceedings{e3d7243cb8364829a3caefad1dd99d7d,
title = "TECHNIQUE FOR ESTIMATING A UNIVERSITY'S BRAND IN THE NEW ECONOMIC CONDITIONS",
abstract = "This article presents the technique for estimating a university's brand in the new economic conditions. In the new economic conditions image and brand of public sector institutions are closely linked to the development of the human capital of these institutions so a lack of motivation can have a negative impact on the image. Monitoring of brand strength will allow to take in time measures on complex development of the resource potential of public sector institutions in order to increase its competitiveness on the basis of image and brand. Presented technique uses the integration of known methodologies: Boston consulting group, Kevin Keller and Y&R.",
keywords = "public sector, brand, brand evaluation, Keller method, Y & R method, BCG matrix, brand value, brand advantage",
author = "Pashkus, {Vadim Yu.} and Pashkus, {Natalia A.}",
year = "2013",
language = "English",
isbn = "ISSN 1336-5878",
pages = "554--560",
booktitle = "Globalizacia a jej socialno-ekonomicke dosledky {\textquoteleft}13",
publisher = "EDIS-Zilina University publisher",
address = "Slovakia",
note = "GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES : 13th International Scientific Conference ; Conference date: 09-10-2013 Through 10-10-2013",

}

RIS

TY - GEN

T1 - TECHNIQUE FOR ESTIMATING A UNIVERSITY'S BRAND IN THE NEW ECONOMIC CONDITIONS

AU - Pashkus, Vadim Yu.

AU - Pashkus, Natalia A.

PY - 2013

Y1 - 2013

N2 - This article presents the technique for estimating a university's brand in the new economic conditions. In the new economic conditions image and brand of public sector institutions are closely linked to the development of the human capital of these institutions so a lack of motivation can have a negative impact on the image. Monitoring of brand strength will allow to take in time measures on complex development of the resource potential of public sector institutions in order to increase its competitiveness on the basis of image and brand. Presented technique uses the integration of known methodologies: Boston consulting group, Kevin Keller and Y&R.

AB - This article presents the technique for estimating a university's brand in the new economic conditions. In the new economic conditions image and brand of public sector institutions are closely linked to the development of the human capital of these institutions so a lack of motivation can have a negative impact on the image. Monitoring of brand strength will allow to take in time measures on complex development of the resource potential of public sector institutions in order to increase its competitiveness on the basis of image and brand. Presented technique uses the integration of known methodologies: Boston consulting group, Kevin Keller and Y&R.

KW - public sector

KW - brand

KW - brand evaluation

KW - Keller method

KW - Y & R method

KW - BCG matrix

KW - brand value

KW - brand advantage

M3 - Conference contribution

SN - ISSN 1336-5878

SP - 554

EP - 560

BT - Globalizacia a jej socialno-ekonomicke dosledky ‘13

PB - EDIS-Zilina University publisher

CY - Žilinа

T2 - GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES

Y2 - 9 October 2013 through 10 October 2013

ER -

ID: 51730866