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Brand Management Process for the Online Education Programmes

Brand Management Process for the Online Education Programmes
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Author(s): Ebru Gokaliler (Yasar University, Turkey)and Ayda Sabuncuoglu Aybar (Yasar University, Turkey)
Copyright: 2011
Pages: 19
Source title: Marketing Online Education Programs: Frameworks for Promotion and Communication
Source Author(s)/Editor(s): Ugur Demiray (Anadolu University, Turkey)and Serdar Sever (Anadolu University, Turkey)
DOI: 10.4018/978-1-60960-074-7.ch006

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Abstract

The brand management process consists 5 steps which are: market analysis, brand situation analysis, targeted positioning, testing the new opportunities, and evaluation. In order to make a successful online education programme brand, all these steps must be carried out and the programme must be positioned positively in the consumers’ minds. In order to create a successful brand of online education programme, the programme should follow the brand management stages for placing a positive meaning on the consumer mindset.

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