Corporate identity and attitude to the lyceum of students of the basic school of the russian academy of sciences: on the way to a brand in general education of research specifics

• Махова Ирина Юрьевна

  Irina Yu. Makhova, MBOU Lyceum no. 1 Komsomolsk-on-Amur. Russia

Abstract. The article looks at corporate identity development as a means for educators to instill values and ignite academic interest in senior students of secondary educational institutions focused on research. It is shown that corporate identity in education can become an explainer and predictor when it comes to accepting and sharing values by the members of an organization or to apprehending its prohibitions and restrictions. A projective modified assessment by S. Dellinger was employed to carry our an empirical research among 8-11 grade students to reveal their perception of the lyceum as an educational institution fostering cognitive development but lacking creativity. The research found that corporate identity tends to decrease with age. The findings imply that many lyceum students, unlike students of other high schools, view the lyceum as an organization that promotes cognitive development but is not sustainable and deprives its students of freedom of expression and discourages individual thinking and dissent. It should be noted separately that students' attitude to the lyceum as an educational brand does develop unique corporate identity, build their commitment to the lyceum, its norms, rules, and instill a feeling of pride for their academic achievements and research.
Keywords: corporate identity, design and research activities, brand in education, emotional and value attitude.