Analysis of the awareness and popularity of the brand of a selected education and research library in the Czech Republic: A Case Study

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F20%3A43958903" target="_blank" >RIV/49777513:23510/20:43958903 - isvavai.cz</a>

Alternative codes found

RIV/60460709:41110/20:82024

Result on the web

<a href="https://www.mdpi.com/2078-2489/11/8/373" target="_blank" >https://www.mdpi.com/2078-2489/11/8/373</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/info11080373" target="_blank" >10.3390/info11080373</a>

Result language

angličtina

Original language name

Analysis of the awareness and popularity of the brand of a selected education and research library in the Czech Republic: A Case Study

Original language description

This article aims to show the significance of branding in achieving set marketing goals and ensuring the sustainable development of a selected education and research library as a non-profit organization. The research is based on available data from foreign research studies concerning the image of a brand and the branding of non-profit organizations, and expands on them by utilizing other methods of brand image measurement. A survey involving a sample of 220 respondents was conducted at the particular site, taking into account the library’s target segments. Also utilized in evaluating the library’s image was an analysis of the awareness and favorability of its brand. The library has recently undergone a rebranding process and is applying a new visual style. The new visual style of the library resulting from the rebranding was met with a positive response in 69 % of cases. Branding and appropriate marketing communication that reflects the latest trends can have a positive influence on the sustainability of libraries. The research results have contributed to the adoption of corrective measures in planning the strategy of the selected library and the case study results can be applied across the board to other contributory organizations in the Czech Republic.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

<a href="/en/project/TL02000055" target="_blank" >TL02000055: Effective marketing as a tool to ensure the competitiveness and sustainable development of non-profit organizations providing social services</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Information (Switzerland)

ISSN

2078-2489

e-ISSN

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Volume of the periodical

11

Issue of the periodical within the volume

8

Country of publishing house

CH - SWITZERLAND

Number of pages

20

Pages from-to

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UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85089700128