Brand personality in university communication channels
- a multi-case study
DOI:
https://doi.org/10.22478/ufpb.2238-104X.2025v15n1.71011Keywords:
brand management, institutional communication, public marketingAbstract
Purpose: The communication process in organizations is fundamental to promoting the brand, creating engagement, and fostering customer loyalty. This study aimed to understand the brand communication process of three universities in Minas Gerais state, based on interviews with the managers responsible for institutional communication. Methodology: For this purpose, a qualitative research approach was carried out, with in-depth interviews with directors of the communication area at the University of Lavras (UFLA), University of Minas Gerais (UFMG), and University of Viçosa (UFV) in Minas Gerais state. Main results: The research made it possible to identify the presence of institutional marketing in the university communications, characterized by aspects of academic reputation, credibility, and competence. Academic contributions: From the framework for analyzing functional and symbolic attributes drawn up, the functional attributes teaching qualifications, physical structure (facilities), employability, national and international rankings, and excellence in research were present in institutional communications. Among the symbolic attributes identified in the analysis were sustainability, accessibility, sensitivity, traditional/conservative, credibility, haughty/austere, and belonging. Practical contributions: The results obtained can help the managers of the universities studied to improve their brand management mechanisms since they do not receive objective feedback from society on the target public's perception of the institutional image. Therefore, it is essential to assess the congruence between institutional identity and image.
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