A STUDY FOR DETERMINING BRAND IDENTİTY: A RESEARCH IN THE SPECIAL EDUCATION INSTITUTION

Pınar KAYIKÇI

Kudret ARMAĞAN

Nil ESRA DAL

The concept of brand has been a subject that has been extensively researched by researchers since the time it was proposed. In this respect, the need for explaining how many concepts closely related to the brand such as brand image, brand loyalty, brand equity, brand positioning, brand recognition and brand identity have been felt. The research was conducted on Burdur Bahçeşehir College, the only private school in Burdur. In the study, the perception of the brand identity of the parents for Burdur Bahçeşehir College was investigated. For this purpose, brand identity characteristics were adapted to Turkish by using brand identity scale. Online survey method was used in the study and the research was conducted with the participation of 403 parents. The results were evaluated with SPSS 18 package program and the results were interpreted. The data were found to be suitable for  normal distribution and data analysis; factor analysis, reliability analysis, T-test and correlation analysis were used. As a result of the research, Burdur Bahçeşehir College has three brand identity dimensions; management and training staff, campus infrastructure and sales promotion efforts and marketing communication activities. When Burdur Bahçeşehir College's perceived brand identity levels are analyzed and the factor dimensions are considered to be above average, the factor of 'Campus infrastructure and Sales Promotion Efforts' is the highest and this factor is the highest. ‘Management and Training Staff’ and ‘Marketing Communication Activities’ are followed by the factor. In the context of these results, it can be concluded that the most important identity factor explaining Burdur Bahçeşehir College is the strength of the management and education staff and the strong attitude it exhibits in sales promotion efforts.

Keywords: Identity, Brand, Brand Identity, Education, Special Education Institutions