THE BRAND PERSONALITY OF THE SAPIENTIA HUNGARIAN UNIVERSITY OF TRANSYLVANIA

Abstract

The present paper focuses on the brand personality of NGO’s, more specifically that of higher education institutions. This topic was chosen mainly because it is very recent and actual – this branch of branding is just on its way of being discovered by companies, as nowadays the brand name and logo are not enough to make a difference, and this is more relevant in the case of services. This paper investigates the brand personality of several faculties within the Sapientia Hungarian University of Transylvania using quantitative and qualitative research methods. The research is based on the view of the university’s actual students and alumni students. My choice for universities is firstly based on a present day issue, namely that the higher education market becomes more and more competitive and it is hard to assign different characteristics and features to certain institutions in order to become more visible among all other competitors. Thus, branding and brand personality might have a crucial role in creating an image about the institutions and for a successful competition. The present paper includes four main parts. The first part briefly presents notions and definitions with regards to the field of brand personality. The following part includes a detailed description of the research methods used for brand personality measuring. The third section presents the research results and discussion of the findings. Finally, the paper brings about the conclusions, overall findings and some suggestions regarding the issue.

Keywords

• brand personality, NGO marketing, image

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