Shaping the brand awareness of academic library

Abstract

The contemporary surroundings of libraries, shaped by globalization, dynamic development of technology and a high level of competition exerts pressure on innovative processes related to changes in the applicable managing model. The method of managing library institutions is subject to various modifications, resulting from observation of the environment and the ability to quickly respond to new trends and phenomena. The constantly changing library environment and growing expectations of library users results in seeking solutions and innovations that will enable the library offer to stand out. As the result libraries build recognizable brands perceived as their significant intangible assets. This article explains and systematizes the branding concepts on the example of academic libraries and presents the elements of brand awareness in these institutions as well as the methods of measuring them on the example of research conducted in Poland and Great Britain.