Abstract:

Corporate identity and image works are important elements that set apart the corporates in the eyes of target audience, differentiate itself from others, help position itself and to be remembered in the competitive environment and the target audience. In this respect, in the competitive environment, it is inevitable for universities to carry out activities to attract students that are in their target audience. The aim of this study is to analyse how Istanbul University, which is the oldest and the most rooted educational institution of our country, is perceived from the view point of its students and students of other state universities in Istanbul (Boğaziçi University, Galatasaray University, Istanbul Technical University, Marmara University, Mimar Sinan Fine Arts University, Yıldız Technical University). In this sense, Istanbul University, conducted a poll of 600 students in total, of which 300 students studied at Istanbul University and 50 students studied at each of the six other universities. According to the results of the study, the three words that come to mind when the students think about Istanbul University (IU) are “Historical Main Entrance Gate, Rooted Univesity, Beyazıt”. In relation to that, The Main Entrance Gate is an original construction and an important factor that makes Istanbul University different from other universities. It appears that most of the students are aware the colours “Green-Yellow” that the IU logo contains. On the other hand, the fact that there is a significant connection between behaviour and connection, both of which are elements that make up corporate image, is another important result

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