Strategies of creating and improving brand value in higher education services marketing: A model work in Ankara

In order to establish a brand name in the markets in which they are found, non-profit organizations develop a series of marketing activities aimed at satisfying target groups. In the planning and application of these marketing activities, both the analysis of brand value components and the determination of factors affecting these components and criteria used to measure these factors are of vital importance. Since universities are institutes providing the non-profit service of higher education, the determination of the components of their brand values and of the factors which affect these components represents a first step in achieving satisfaction among internal and external shareholders, ie. in establishing and maintaining brand value. This paper examines the components of non-profit universities? brand values and related marketing strategies which produce satisfaction among internal and external shareholders. Its analysis of universities? marketing strategies is based upon a survey given to Gazi University?s administrators and students. The interpretation of the survey?s results focuses upon approaches to the concept of brand value in light of the services provided to administrators and students by the university. Various strategies which effectively increase universities? brand value are discussed in the conclusion.