Eesti Maaülikooli brändi maine uuring ülikoolis sees
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Kuupäev
2019
Kättesaadavus
05.09.2019
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Igal ettevõttel on tarbijate seas tekkinud maine ehk tarbija arvamus ettevõttest. Tihedas
konkurentsis on oluline ettevõttele luua bränd. Bränd on läbi aegade olnud kvaliteedi ning
väärtuse näitaja. Brändi komponentide olemasolu loob võimaluse eristada organisatsiooni
teistest sarnastest ning siduda end emotsionaalselt sihttarbijatega. Läbi hästi juhitud
brändiga seotud tegevuste ehk brändingu on võimalik jõuda tarbijate teadvusesse ning
kujundada ettevõtte mainet. Eeltoodu edukaks toimimiseks on vajalik brändiraamatu
olemasolu, kus on reglementeeritud kõik ettevõttega seotud visuaalid ja toimingud, et
brändi oleks võimalik üheselt kuvada organisatsiooni sisestes ja välistes gruppides. Eesti
Maaülikool võttis kasutusele uue nime ning visuaalse ja graafilise identiteedi 2005. aastal,
mille raames avaldati EMÜ graafilise ja visuaalse identiteedi kasutusjuhend ühtseks
maaülikooli kuvamiseks sise- ja väliskommunikatsioonis. Maaülikoolil on olemas nimi ja
reglementeeritud visuaalide kasutamine, kuid puudub isikupärane brändi lugu, mida
teaksid ning oskaksid edastada välistele gruppidele ülikooli töötajad ja tudengid.
Bakalaureusetöös uuriti, kuidas tajuvad ülikooli sisesed grupid Eesti Maaülikooli kui
brändi mainet. Selleks intervjueeriti EMÜ töötajad ning maaülikooli tudengid erinevatest
instituutidest kuni kõik vastused korduma hakkasid (kokku 9-t inimest). Intervjuu
tulemusi kasutades viis autor läbi kvantitatiivse uuringu, kus küsimustikule vastajad (102
inimest) kinnitasid või lükkasid ümber kvalitatiivses uurimuses esile toodud väiteid.
Uurimuse tulemusena selgusid arvamused nii ülikooli sisestes kui ka välistes gruppides.
Ülikooli sisesed grupid peavad Eesti Maaülikooli mainet heaks, kuid tajutakse, et välised mitte. Antud organisatsiooni eelistena nähakse head ülikooli sisekliimat, kompaktselt
linnakut, erialade praktilist käsitlust ning ülikooli niši olemasolu, mis eristab EMÜ teistest
ülikoolidest. Brändi tunnetamisel toodi välja ka puudusi ja kitsaskohti. Puudustena
nähakse eelarvamusi EMÜ kohta ning maaelu halba mainet. Tuuakse esile ka maaülikooli
kui sekundaarset valikut, kuhu pääseb haridust omandama ka kesiste keskastme
tulemustega. Antud uurimust on võimalik kasutada EMÜ brändi arendamiseks, et
rõhutada ülikooli tugevusi ja parendada nõrkusi.
Every company has a reputation among consumers. In intense competition is important for the company to create brand. The brand has always been an indicator of quality and value. Brand components makes it possible to distinguish an organization from other similar ones and engage with target consumers emotionally. It is possible to reach consumers' consciousness and shape organiszation's image through well-managed branding. Existence of a brand book which regulates all the visuals and operations related to the company is essential for the successful branding and is nessesary in order to display brand uniformly for the organization internal and external groups. Estonian University of Life Sciences introduced a new name, visual and graphic identity in 2005, which included the publication of a graphic and visual identity manual for in internal and external communication. The University of Life Sciences has organization name and regulated visuals, but there is no brand story that university staff and students could communicate unambiguously to external groups. In this bachelor's thesis examined how the groups within the university perceive the University of Life Sciences brand's reputation. For this purpose, nine interviews were conducted with EMÜ students from different institutes and university staff. Using these results author conducted a qualitative study where questionnaire respondents (102 people) confirmed or rejected statements of qualitative study. As a result of the study, internal and external opinions of the university were expressed. The internal groups do consider the reputation of the Estonian University of Life Sciences is good, but they percieve that external do not. Advantages of Estonian University of Life Sciences are the good internal climate, compact campus, practical treatment of specialties and the existence of niche which distinguishes EMÜ from other universities. EMÜ brand has also shortcomings and bottlenecks. However, there are shortcomings with regard to the EMÜ and the bad image of rural life. It also highlights that Estonian University of Life Sciences has been secondary choice among students due to grades which did not allow access to some other higher education institutions. This study can be used to develop the EMÜ brand to emphasize the strengths of the university and to improve the weaknesses.
Every company has a reputation among consumers. In intense competition is important for the company to create brand. The brand has always been an indicator of quality and value. Brand components makes it possible to distinguish an organization from other similar ones and engage with target consumers emotionally. It is possible to reach consumers' consciousness and shape organiszation's image through well-managed branding. Existence of a brand book which regulates all the visuals and operations related to the company is essential for the successful branding and is nessesary in order to display brand uniformly for the organization internal and external groups. Estonian University of Life Sciences introduced a new name, visual and graphic identity in 2005, which included the publication of a graphic and visual identity manual for in internal and external communication. The University of Life Sciences has organization name and regulated visuals, but there is no brand story that university staff and students could communicate unambiguously to external groups. In this bachelor's thesis examined how the groups within the university perceive the University of Life Sciences brand's reputation. For this purpose, nine interviews were conducted with EMÜ students from different institutes and university staff. Using these results author conducted a qualitative study where questionnaire respondents (102 people) confirmed or rejected statements of qualitative study. As a result of the study, internal and external opinions of the university were expressed. The internal groups do consider the reputation of the Estonian University of Life Sciences is good, but they percieve that external do not. Advantages of Estonian University of Life Sciences are the good internal climate, compact campus, practical treatment of specialties and the existence of niche which distinguishes EMÜ from other universities. EMÜ brand has also shortcomings and bottlenecks. However, there are shortcomings with regard to the EMÜ and the bad image of rural life. It also highlights that Estonian University of Life Sciences has been secondary choice among students due to grades which did not allow access to some other higher education institutions. This study can be used to develop the EMÜ brand to emphasize the strengths of the university and to improve the weaknesses.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise erialal
Märksõnad
bakalaureusetööd, brändimine, kuvand, tarbijad