Branding Foreign Language Schools as Organizations of Non-formal Adult Education

Abstract

A brand could be named as the marketing goal of any organization, including the educational one. The issue of brand in education is becoming more and more actual, but the current focus of the scientifc community has remained mainly on branding higher education, while non-formal adult education organizations on this issue have been largely ignored. Therefore, we conducted research to determine whether users of non-formal education organizations perceive the educational service provider as a brand, as well as to identify which activities are carried out by non-formal education organizations to reach this level of connection with their users. The research used a combination of quantitative-qualitative research paradigm, with a multiple case study as a research model and a descriptive method as the dominant one. The research sample consists of managers and students of the analyzed foreign language schools. The results of the research indicate that non-formal education organizations in Serbia follow world trends and make efforts to achieve the status of an educational brand, that branding is not a uniform process, and that each organization and their strategies have certain specifcs.