Building scientific institution’s brand with online instruments

- Barbara Mróz-Gorgoń, Ph.D., Aleksandra Całka, M.Sc.

The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

Barbara Mróz-Gorgoń, PhD., University of Economics in Wroclaw, Poland – an academic passionate about branding, fashion and design marketing. She specializes in brand image. Since 2012 – an Assistant Professor in the Department of Fundamentals of Marketing at the Institute of Marketing at the University of Economics in Wroclaw. She published many articles and her research areas are: management and marketing, including- brand strategies, branding, and new trends and challenges in strategies of marketing and management. Editor of Wrocław University of Economics Scientific Journals.  She graduated from Wroclaw University of Economics and the University of Wroclaw, where she completed postgraduate studies in Journalism and PR. Lector of Summer School Poland (Wrocław University of Economics). She is also a Supervisor of Students’ Marketing and Management Association – proMOTION – which operates under Department of Marketing Fundamentals, Faculty of Economic Sciences, Wroclaw University of Economics (since 2013). She participated in many international conferences and trips Erasmus, in countries such as .: United Kingdom, Czech Republic, Portugal, Italy, Latvia, Lithuania and Thailand.

Aleksandra Całka, M.Sc., University of Economics in Wroclaw, Poland – The courses: e-commerce, e-business, branding, foundations of marketing, management training and others. Conducted trainings for middle and high-ranking management personnel in the field of online marketing communications, ecommerce as well as branding creation in the Internet. She is a market researcher and business practitioner, for 5 years has been running her own business. Passionate about new technologies and their usage in the creation of the brand.

DOI: 10.14611/minib.19.01.2016.09

Contact: barbara.mroz-gorgon(at), aleksandra.calka(at)

MINIB, 2016, Vol. 19, Issue 1

Resize of Open_Access_logo_PLoS_white    Available in Open Access.


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