This study aims to determine the level of parental perception regarding the brand identity of the Doğa International Schools of the TRNC. This study holds value in unveiling parental perceptions of brand identity while elucidating the concept and process of branding. It is anticipated that the findings of this study will contribute to enhancing and realizing the brand identity of private educational institutions. In this context, the research conducted adopts a survey model. Regarding the nationality of the parents, there are 128 (43.4%) Turkish parents, 88 (29.8%) Russian parents, and 79 (26.8%) Iranian parents. Data were gathered using the Brand Identity Scale for Higher Education Institutions. This scale consists of 33 items designed to gauge the brand identity of educational institutions. Additionally, the scale included respondents' demographic characteristics, such as gender, age, education level, occupation, and income. The scale exhibited high reliability, with a Cronbach's alpha value of 0.978, indicating strong internal consistency. Although initially intended for higher education institutions, the scale was adapted for use in a private educational institution in the TRNC for this study. The data collected during the research process were inputted into the SPSS-25 software package. The study broadly investigated parents' perception levels regarding the brand identity of their children's school. The scale was analyzed across sub-dimensions such as distribution channel, word of mouth, public relations, promotional materials, service facilities, employee service, brand name, product/core services, price, and employee development/training. Based on the findings, the “brand name” sub-dimension (Doğa International Schools) was rated highest by the participating parents.
Private education ınstitution, Branding, Parental perceptions