大学品牌与教授品牌的相互依存关系

I. Yunyk
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引用次数: 0

摘要

目的。强调了“大学品牌”与“教授品牌”这两个概念之间的相互依存关系。方法。在研究过程中,运用了以下方法:分析与综合、归纳与演绎、外推与建模。结果。乌克兰高等教育领域以东方(亚洲)品牌方式为主导,其特点是创建和推广高等教育企业品牌,作为其子品牌教授品牌成功的直接保证。反过来,大学教授的品牌化倡议的成功仅仅是整个机构品牌化的直接结果,这导致他们完全无视自己形成品牌的需要。教授品牌与大学品牌不断互动,处于直接依赖状态。这种依赖的性质是由大学品牌组合的架构和教授品牌在这个组合中所扮演的角色决定的。在教师品牌与大学品牌相互支持(协同)或至少是单方主导互动的优势条件下,教师品牌与大学品牌互动的有效性增加。大学品牌和教授之间相互压迫、单方面压迫和/或压迫主导的互动表现表明,它们作为自组织系统的战略不相容,并对高等教育申请者的培养质量产生破坏性影响。教授品牌与大学品牌的压迫-主导互动模式,只有在“发起者品牌”没有过度资源、形象和/或声誉损失的情况下,才能被其中一方有意识地用于“品牌同盟”的临时情境支持。高校忽视个人品牌塑造的必要性,就有可能造成对个人品牌感兴趣的教授流失的风险,从而导致高素质人才短缺的问题。教授品牌与大学品牌相互支持的互动产生了协同效应,确保了他们在不久的将来打算进入乌克兰教育服务市场的世界领先高等教育机构的品牌建议方面的竞争力。作者研究的原创性在于其跨学科的性质:文章将市场营销学、管理学、心理学、社会学和其他许多领域的知识的初步规定外推到专业教育的理论和方法中。实用价值。研究结果应被教授和大学管理部门用于品牌形成的过程中。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
CORRELATIONAL INTERDEPENDENCE OFUNIVERSITY BRAND AND PROFESSOR’S BRAND
Purpose. Of the article is to highlight the correlational interdependence of the concepts "university brand" and "professor’s brand". Methodology. In course of research the following methods were used: analysis and synthesis, in- duction and deduction, extrapolation and modeling of the initial provisions of psychological and pedagogical science. Results. The field of higher education in Ukraine is dominated by the Eastern (Asian) approach to branding, which is characterized by the creation and promotion of the corporate brand of higher education as a direct guarantee of success of professor’s brands as its subbrands. In turn, the success of branding initiatives by professors of universities act solely as a direct result of branding of the whole institution, which leads to total disregard of the need to form own brands by them. The professor's brand constantly interacts with the university brand and is in a state of direct dependence on it. The nature of this dependence is determined by the architecture of university's brand portfolio and the role assigned to the professor's brand in this portfolio. The effectiveness of the interaction of professor's brand with university brand increases under the condition of dominance between them of mutually supportive (synergistic) or at least unilaterally predominant interaction. Manifestations of mutually oppressive, unilaterally oppressive and/or oppressive-predominant interaction of brands of university and professor indicate their strategic incompatibility as self-organized systems and have a destructive effect on the quality of training applicants for higher education. The model of oppressive-predomi- nant interaction of the professor's brand with the brand of university can be consciously used by one of them only for the purpose of temporary situational support of the "brand-confederate" in the absence of excessive resource, image and/or reputational losses for the "initiator brand". Ignoring the need for brand formation by university actualizes for it the risks of losing professors interested in personal branding and, consequently, actualizes the problem of deficit of highly qualified personnel. The mutually supportive interaction of the professor's brand with the university brand cre- ates a synergy effect, ensuring their competitiveness in relation to the brand proposals of the world's leading higher ed- ucation institutions, which intend to enter the Ukrainian market of educational services in the near future. The original- ity of the author's research is based on its interdisciplinary nature: the initial provisions of marketing, management, psy- chology, sociology and a number of other fields of knowledge are extrapolated to the theory and methods of professio n- al education in the article. Practical value. The obtained results should be used in the process of brand formation by professors and university administration.
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