University brand: interpretation, structure, functions

Abstract

The article systematizes and analyzes approaches to defining a university brand. The author reveals the distinctive features, advantages and disadvantages of the existing approaches to defining the university brand, and also proposes the author's interpretation of the university brand, clarifying the already existing interpretations of the university brand and based on the types of university products. The main components of the university brand are determined, their characteristics are given. The functions of the university brand are highlighted, their detailed description is presented, taking into account the peculiarities of the university as a subject of market relations. The structure of the university brand is presented, which takes into account the peculiarities of the target audience of the university, the features of the products provided by the university and the markets for which the products of the university are intended: the labor market, the market of educational services and the market of scientific and technical products and services.