Ways of developing branding process in higher educational institutions

Abstract

Strengthening a brand of the business in order to be distinguished among existing competitors, is under strict
supervision of the management nowadays, without paying attention to the form of the company, where assets are of great
importance. Each stakeholder of the business should realize the importance of the process, as assets, especially material
elements in the structure of the asset are totally combined with delivering brand idea of the company. In the article one
of the main concepts of branding brand personality has been discussed in detail as an effective means of communication
between company and consumer.