Özet:

Especially since 80’s, redefinement of neoliberalism of life economically, politically, socially and ideologically has revealed itself in public services. Within this scope marketization of public services and their management like business organizations has become a necessity of neoliberalism. Educational organizations are also being restructured to meet this neoliberal necessity. Hence branding has a key role in neoliberal transformation of educational institutions, too. Although branding has dealed more in terms of universities, it can be thought that branding will spread among earlier stages (pre-primary, primary and secondary schools) as privatization of education has become a state policy gradually. The aim of this study is to analyze branding policies of private schools in Aydın. Study group is composed of 7 private school principals. Data of the sctudy was obtained by a semi-structured interview form developed by researchers. To the results of the study it is seen that private schools branding policies are, in general, shaped by keeping potential beneficiaries. Principals has lack of knowledge in terms of branding applications and they do not feel the necessity of branding

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