Brand management process for the online education programmes

Abstract

Nowadays the concept of 'brand' is getting more important for organizations because of the developments on information communication technologies the increase of the competition and the changes of the consumer behaviors needs and wants. So the organizations strive to have a strong brand to differentiate from their competitors and to position themselves positively in the consumers' minds. Recently the online education programmes which have strong competitors strive to differentiate from their competitors and to create awareness preference and loyalty with the brand images they have in their consumers' minds. They try to empower their positions in the market with the functions of brand by providing benefits for the consumers. Brands are created with strong communication processes and intensive communication activities in long terms. The brand management process consists 5 steps which are: market analysis brand situation analysis targeted positioning testing the new opportunities and evaluation. In order to make a successful online education programme brand all these steps must be carried out and the programme must be positioned positively in the consumers' minds. In order to create a successful brand of online education programme the programme should follow the brand management stages for placing a positive meaning on the consumer mindset. © 2025 Elsevier B.V. All rights reserved.