FORMING THE IMAGE AND BRAND OF AN EDUCATIONAL INSTITUTION: ESSENCE AND COMPONENTS

Abstract

Summary. This article explores the theoretical foundations of the concepts of “brand” and “image” within higher education institutions, providing clear definitions and identifying their key structural components. It examines the essential elements, stages, and distinctive features of the process of building a strong institutional brand, as well as the factors that shape its development over time. The study emphasizes that a robust brand and positive image are crucial for enhancing the competitiveness and appeal of universities to prospective students and their families.

The article highlights the importance of adopting a comprehensive branding strategy to promote educational services, strengthen trust in domestic universities, and create a favorable information environment.

Special attention is paid to the design and implementation of targeted measures aimed at developing a positive brand and image for Ukrainian higher education institutions. Such efforts are seen as essential for integrating these universities into the global educational arena, increasing international recognition, and fostering sustainable innovative growth.

The research provides practical guidance for university administrators, marketing professionals, and policymakers on how to effectively manage and leverage branding to enhance institutional reputation, attract students, and support international collaboration. Ultimately, the article argues that a carefully crafted and strategically managed brand is not just a marketing tool, but a vital mechanism for positioning Ukrainian universities competitively in the global education market while ensuring long-term institutional development and innovation.