MULTI-SENSORY BRANDING AS A TOOL FOR THE FORMATION OF A POSITIVE IMAGE OF THE HIGHER EDUCATION INSTITUTION

Abstract

The purpose of this article is to study the relevance of the use of sensory branding in higher education and the development of an algorithm for educational brand, based on the use of the senses of the consumer: hearing, sight, touch, smell and taste.

Methods. As a methodological basis author uses methods of scientific abstraction, modeling, analysis and synthesis, as well as the method of system analysis. 

Results. This article discusses the main directions of methodology for higher educational brand formation through the involvement of educational services’ consumers by using different sensory organs. The author presents the main advantages of the sensory branding over conventional not focused on the senses of consumers.

Scientific novelty. The author proves the need for innovative approaches to educational branding in economy of values. Market congestion with advertising messages and information noises makes it impossible to win the commitment of consumers of educational services on the basis of the functional characteristics (high-quality education), focusing only on the vision or hearing of consumers (video and print advertising). It is necessary to focus on other senses of the consumer, such as touch, smell, taste. This will enhance the emotional connection with the consumer, make it possible to expand the range of services using an existing brand, and also allow defending against competitors. Multi-sensory branding creates a strong link with the consumer, since emotional commitment is stronger than functional. In other words, a sense of interaction with the brand persists much longer than simple physical satisfaction of needs.

Practical significance. The author proposes a system of sensory perception channels of educational brand and their influence on the formation of the image of the higher education institution in the minds of consumers. The author also offers the algorithm of creation the educational brand, based on the five senses of consumers, consisting of six interrelated stages: audit of the sensory elements of brand, the search for ideas, the choice of scenario, creating an image, the implementation of something intended, and the results evaluation. Stage of realization also consists of a series of interrelated steps: creating a brand touch points of contact with the consumer, testing each sensor element of the brand, the integration of different sensory elements of the brand, testing of the system of sensory elements of the brand with the prototype, and testing the sensory elements of the brand in the real world.