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Experience Of Application Of Semantic Approach For Brand Analysis Of University

Table 1:

Positive scale Negative scale Treatment of categories
Vital power Fade Realization of potential, vigor, purposefulness;
Pleasure Discontent Extra-curricular activities, entertainment, fulfillment of desires;
Unity Separation Participation in something, harmony, unification;
Power Powerlessness Success, leadership, achievements;
Belonging to Absence of traditions Traditions, history, links;
Individuality Collectivism Self-determination, a feeling of being special;
Control Stability, "cold" mind;
Security Lack of security Stability, transparency, absence of conflicts with the outside world.
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