THE IMPORTANCE OF SCHOOL CULTURE AND IDENTITY DURING THE COVID-19 PANDEMIC

The paper researches and analyses the importance of school culture, teacher’s identity, and corporate identity during the COVID-19 pandemic. The research is based on qualitative methodology, i.e., thematic analysis of scientific literature in the field of corporate marketing according to Balmer's AC2ID test model and Beijaard's teacher identity self-construct. The paper presents the strengths and weaknesses of online learning as well as teaching strategies during the COVID-19 pandemic. The importance of providing support to teachers by the principal is emphasized, because in this way a positive school climate is achieved. The paper refers to the existence of different school identities, and the AC2ID Test model explains the interdisciplinary correlations of teacher identity, school identity, and school culture. A conceptual model of satisfaction is proposed, which on a theoretical level explains the connection between the satisfaction of teachers, principals, parents, and all employees in school management. The model can serve as an analytical tool with the help of which the school management can create a strategy for building the school's identity.