DEVELOPING A CUSTOMER-CENTERED BRAND STRATEGY FOR A REGIONAL UNIVERSITY

Abstract

This research article examines the pressing issue of forming and developing a regional university's corporate brand in a highly competitive educational market. Using the example of Kabardino-Balkarian State University named after Kh.M. Berbekov, the need for a transition from a traditional branding model to a customer-centric strategy is substantiated. The study identifies key target audiences, their needs, and expectations. The paper presents the following findings: information sources about KBSU; brand awareness and effectiveness; applicants' reasons for choosing the university and their major; KBSU's referral loyalty rate; a study of the dynamics of the general student body and international students studying at KBSU; the effectiveness of KBSU's customer-centric approach; and the results of a SWOT analysis, which are used to formulate specific proposals for the development and implementation of a customer-centric strategy aimed at strengthening the university's position and increasing its competitiveness. Key values ​​and a unique selling proposition for the brand, focused on target audiences, are identified. Specific proposals have been developed for implementing a customer-centric corporate brand strategy for KBSU, such as reorienting KBSU's brand strategy from the paradigm of "We are a large and multidisciplinary university" to the paradigm of "KBSU is your launch pad to a successful future and a center of gravity for growth".