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ABSTRACT

Introduction: In this article has been presented an in-depth analysis of brand equity management strategies in higher educational institutions, specifically focusing on the challenges faced during the transformation of the educational system. The transformation of the education system has necessitated the need for effective brand management strategies to ensure the success and sustainability of educational institutions in a competitive landscape. Objective: The objective of this study is to propose a mathematical method for evaluating the value of brand equity and to develop a comprehensive model for creating brand equity in higher educational institutions. By understanding and implementing effective brand management strategies, educational institutions can enhance their reputation, attract talented students, and establish a strong position in the market. Methods: The research methodology involved a thorough review of relevant literature on brand equity management in the context of higher education institutions. Additionally, empirical data and case studies were collected from a diverse sample of educational institutions to gain insights into their brand management practices. The mathematical method for evaluating brand equity was developed based on the analysis of various factors such as brand awareness, brand image, and perceived quality. The model for creating brand equity in higher educational institutions was formulated by integrating marketing principles, stakeholder engagement, and strategic communication. Results: The findings of this study provide valuable insights into the effective management of brand equity in higher educational institutions. The proposed mathematical method offers a systematic approach to evaluating the value of brand equity, enabling institutions to measure and monitor their brand performance. The developed model serves as a practical framework for institutions to establish and nurture brand equity by aligning their internal processes, engaging stakeholders, and implementing targeted marketing strategies. Conclusion: In conclusion, this study highlights the significance of brand equity management strategies in the context of higher educational institutions. The proposed mathematical method and model offer practical guidance for institutions to assess their brand value and develop a strategic approach towards brand management. By implementing these strategies, educational institutions can enhance their competitiveness, attract prospective students, and strengthen their overall brand reputation.
Keywords: education system transformation, higher education institutions, brand, instrumental tools, brand equity, strategy.