بناء العلامة التجارية لجامعة بنها و دورها في تحقيق الميزة التنافسية في ضوء النموذج البريطاني : دراسة حالة

الملخص EN

The current research aimed to identify the nature of the brand in the higher education sector, to identify the nature of the competitive advantage of universities, to identify the reality of brand building in Benha university to achieve competitive advantage, and to try to reach a proposed vision for building a brand for Benha university to achieve competitive advantage through a survey of the reality of building a brand at Benha university, and in light of also benefiting from one of the international models-the British model, and the current research followed descriptive method and several open interviews were conducted with a sample of (26) members of the staff of the international relations office, the public and cultural relations office, the innovation support office, technology transfer and marketing, the scientific research marketing unit at Benha university, and the electronic portal ; it is an intentional sample chosen to elicit their opinions ; being more familiar with and knowledgeable about what the university brand is and how important it is, how it is built, and what factors contribute to building a strong university brand, and the research results reached to the brand is one of the most important mechanisms for universities to achieve competitive advantage, and the elements and dimensions of the brand are largely available at Benha university, and therefore there is a possibility to build the brand at Benha university through the application of the proposed vision, which indicated that there are a set of elements necessary for this building in terms of clarifying what the brand is in Benha university, the elements of the university brand, and the procedures it takes.

the university to build the brand, and the promotional activities through which the beneficiary audience is introduced to the university’s brand, and how the university achieves a competitive advantage behind building the brand, in addition to clarifying this perception the requirements for building the brand in Benha |university, as well as the obstacles to its implementation.