Proceedings of The 2nd International Conference on Modern Approach in Humanities and Social Sciences
Year: 2019
DOI:
Types of Image Making activities. The image-maker in a Higher Education Institution
Rozalina Baladjanova and Tina Satieva
ABSTRACT:
A corporate image is the general idea of the organization at a certain period of time or a relatively short reference one.The generalized, consensual and persistent ideas of the target audiences build up the reputation of an organization, but it does not claim to be the same for each separate case.This article attempts to clarify the specific characteristics that create the image of a university and the different image-making activities. The individual indicators are summarized and analyzed and they are taken into account when determining the image of a university, as well as the sources that induce image-making activities.The listed activities that a university undertakes for creating its good image suggest that the reputation of a university is formed not only through the media coverage but also through specific actions that the higher education institution performs. Image makers are those people who work to create and validate the trademark and the brand. However, it turns out that the PR activity, advertising, and the image are to some extent underestimated by the management boards of the universities in Bulgaria.
Keywords: image, image-making activities, higher education institution, image-maker, PR.