PERCEPTION OF COLLEGE AND UNIVERSITY STUDENTS ON BRANDS AND THE RESULTANT CONSUMER BEHAVIOR

As the needs of the intended audience (university stakeholders) evolve with time, the importance of branding in this sector is growing. The requirements and expectations placed on today's institutions are complicated. This necessitates a look at the branding techniques used by top school administrators for establishing and keeping up a positive reputation. There are many "building blocks" that make up a brand since it is such a multifaceted entity. Different brand-building components need to be taken into account when developing a marketing strategy with a holistic approach (integrating multiple marketing activities). Managers may learn what their consumers really think and feel about the company by reading their feedback. Within the framework of the customer-based brand equity concept, brand reactions may be derived by investigating consumers' impressions of a certain brand. The findings will be used by top-level school administrators in their plans to revise branding strategy. A customer-based brand equity approach was used in this research of students' impressions of several components of their university's brand at two separate universities in Latvia. The research draws on a survey of the literature on branding, which includes branding in the academic setting.