UNIVERSITIES BRANDING: RUSSIAN EXPERIENCE

Abstract

Modern higher education market is characterized by a high level of competition. Universities compete for budget places for students, including students applying for paid forms of education, for attracting and retaining highly qualified personnel, for attracting additional funds from various sources. Universities are interested in searching additional competitive advantages. University brand is treated as a competitive advantage. The image of the national system of education is of particular importance. It is important within the account of university brand positioning on the global education market. The experience of Russian universities branding activities is described. University mission is understood as a conceptual foundation of its brand. University mission incorporates the values shared by university employees and transmitted to external audiences. Formation and promotion of university brand presuppose constant monitoring of its condition and perception by public opinion, reputational threats repulse.