The influence of dual education on the brand image of vocational high schools

This report presents the results of a study of the influence of attitudes towards dual education on the brand image of vocational high schools in Bulgaria. Vocational secondary education is among the priorities of the Ministry of Education and Science in Bulgaria and is gaining more and more popularity among schools in the country, however, its relationship to the brand image of educational institutions remains unexplored. The research in this paper covers the opinions of two target groups (students – educated by dual method and students – educated by traditional method) regarding the relationship between dual education and the brand image of schools. A survey was conducted using a sample of students in two vocational high schools in the Plovdiv region. The hypothesis of the research: “There is an association between the Brand Image of the vocational high school and the Attitudes toward dual VET.” was supported. Further surveys are needed among business representatives, parents of students, local authorities and the Ministry of Education and Science.