This paper examines the essential role which color coding, as one of the internal branding instruments, plays in a suc- cessful self PR campaign in university settings. This study is based on 10-year experience of the Department of Foreign Languages of the Nizhni Novgorod Institute of Public and Business Administration in engaging staff, students and alumni in brand development of a certain program inside the institute. It is found that color stereotypes, related to a specific pro- gram inside the institute, influence students’ brand attitudes, namely brand loyalty. These attitudes also motivate students for better performance in their studies.
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