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

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/60460709:41110/20:82024

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/TL02000055" target="_blank" >TL02000055: Efektivní marketing jako nástroj konkurenceschopnosti a udržitelného rozvoje neziskových organizací poskytujících sociální služby</a><br>

Návaznosti

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

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

Information (Switzerland)

ISSN

2078-2489

e-ISSN

—

Svazek periodika

11

Číslo periodika v rámci svazku

8

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

20

Strana od-do

—

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85089700128