THE IMPACT OF MARKETING COMMUNICATION STRATEGY ON BUILDING BRAND PERSONALITY OF A PRIVATE HIGHER EDUCATION INSTITUTION

High level of market competitiveness in higher education is increasing the need for understanding, managing and strengthening the brand of higher education institutions, and especially private higher education institutions with the purpose of gaining the competitive edge. Brand personalities of higher education institutions, due to their symbolic function, help to create strong brand associations in the minds of potential students. The purpose of this paper was to test the role of marketing communication strategy toward potential students in the development of brand personality of a higher education institution. Primary research was conducted by surveying a sample of 201 students of undergraduate and graduate study programmes at the Libertas International University. The obtained results indicate that a marketing communication strategy can positively impact the development of brand personality that is significant for the image of a higher education institution on the higher education market.